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.
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.
Julia Storch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jing Wan, University of Groningen, The Netherlands
NA - Advances in Consumer Research Volume 46 | 2018
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