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



Share Proceeding

Featured papers

See More

Featured

Doing it the Hard Way: More Effortful Saving Leads to Less Investing

Joshua I Morris, Stanford University, USA
Szu-chi Huang, Stanford University, USA
Christopher Bechler, Stanford University, USA

Read More

Featured

Product Complexity as a Barrier to Consumer Financial Decision-Making

Timothy Dunn, University of Colorado, USA
Philip M. Fernbach, University of Colorado, USA
Ji Hoon Jhang, Oklahoma State University, USA
John Lynch, University of Colorado, USA

Read More

Featured

Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness

Linda Hagen, University of Southern California, 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.