5E Seeing Healthy Food As a Treat Reduces Ambivalence Towards Food and Leads to Healthier Food Choices

Our studies show that consumers who perceive the health and taste of food as complementary rather than contrasting food characteristics do not only eat healthier in real life, but also experience less ambivalent thoughts about food products in general and specifically for healthy food categories.



Citation:

Simona Haasova, Arnd Florack, and Teresa Koch (2019) ,"5E Seeing Healthy Food As a Treat Reduces Ambivalence Towards Food and Leads to Healthier Food Choices", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 985-985.

Authors

Simona Haasova, University of Vienna, Austria
Arnd Florack, University of Vienna, Austria
Teresa Koch, University of Vienna, Austria



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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