5D Why We Cannot Make Nice With Spice: the Link Between Spicy Foods and Aggressive Consumer Behavior

We examine the causal effects of spicy food consumption on aggressive behavior. Spicy food consumption increases physiological arousal, as measured by heart rate, which in turn leads to higher aggressive behavioral intent in a hypothetical consumer scenario. Conversely, a cooling food such as a mint candy decreases aggressive intent.



Citation:

Tanuka Ghoshal and Raj Raghunathan (2019) ,"5D Why We Cannot Make Nice With Spice: the Link Between Spicy Foods and Aggressive Consumer Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 970-970.

Authors

Tanuka Ghoshal, Baruch College, USA
Raj Raghunathan, University of Texas at Austin, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

The Embodiment of Repair: Consumer Experiences of Material Singularity and Practice Disruption

Matthew Godfrey, University of Arizona, USA
Linda L Price, University of Oregon, USA
Robert F. Lusch, University of Arizona, USA

Read More

Featured

The Psychology of Fun: Inquiry into Consumers' Fun Experiences

Travis Tae Oh, Columbia University, USA
Michel Tuan Pham, Columbia University, USA

Read More

Featured

Proximity Bias: Interactive Effects of Event Valence and Event Nearness on Probability Estimates

Jennifer Seok Hwa Hong, New York University, USA
Chiara Longoni, Boston University, USA
Vicki G. Morwitz, New York University, 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.