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 MoreFeatured
The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales by Providing Closure
Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA
Featured
K2. Influence of Attentional Breadth on Processing and Memory of Brand Advertisements
Nicolas Noack, University of Duisburg-Essen
Lynn Brinkmann, University of Duisburg-Essen
Oliver B. Büttner, University of Duisburg-Essen
Featured
The Inimical Lure of Intense Means
Jordan Etkin, Duke University, USA
Szu-chi Huang, Stanford University, USA