N5. Mixed Feelings, Mixed Baskets: How Emotions of Pride and Guilt Drive the Relative Healthiness of Sequential Food Choices

Although healthy diets start with healthy shopping baskets, previous research primarily investigated factors influencing the healthiness of isolated food purchases. Instead, we propose that dependencies exist between the healthiness of shoppers’ sequential choices. We address this research gap and investigate whether emotions experienced while shopping underlie these dependencies.



Citation:

Julia Storch, Koert van Ittersum, and Jing Wan (2018) ,"N5. Mixed Feelings, Mixed Baskets: How Emotions of Pride and Guilt Drive the Relative Healthiness of Sequential Food Choices", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 929-929.

Authors

Julia Storch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jing Wan, University of Groningen, The Netherlands



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

The Mystique of Masculine and Feminine Choices: How Aversive Feelings Underlie Preferences

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

Read More

Featured

Once? No. Twenty times? Sure! Uncertainty and precommitment in social dilemmas

David Hardisty, University of British Columbia, Canada
Howard Kunreuther, University of Pennsylvania, USA
David Krantz, New York University, USA
Poonam Arora, Manhattan College
Amir Sepehri, Western University, Canada

Read More

Featured

Market Structure and Firm Engagement in Divisive Political Issues

Chris Hydock, Georgetown University, USA
Neeru Paharia, Georgetown University, USA
Sean Blair, Georgetown University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.