Sacrifices Must Be Made: the Preference For Trading Off Type Or Quantity Among Restrained Versus Unrestrained Eaters

We conceptualize two fundamental routes to sacrificing desired food intake—sacrificing food type or quantity. We show that restrained eaters prefer sacrificing type, whereas unrestrained eaters prefer sacrificing quantity. We explain why with a multiple goals perspective and show that this framework extends to understanding other kinds of sacrifices.



Citation:

Peggy Liu and Kelly Haws (2019) ,"Sacrifices Must Be Made: the Preference For Trading Off Type Or Quantity Among Restrained Versus Unrestrained Eaters", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 291-296.

Authors

Peggy Liu, University of Pittsburgh, USA
Kelly Haws, Vanderbilt University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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