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



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