Feeling Judged? the Presence of Outgroup Members Promotes Virtuous Choices

We investigate whether the presence of an ingroup vs. outgroup observer influences consumer choices of virtuous versus indulgent foods. In seven studies, we find that consumers make healthier choices in the presence of outgroup (vs. ingroup) others, mediated by the anticipation of being judged negatively by outgroup members.


Rima Touré-Tillery, Janina Steinmetz, and Blake DiCosola (2020) ,"Feeling Judged? the Presence of Outgroup Members Promotes Virtuous Choices", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1124-1128.


Rima Touré-Tillery, Northwestern University, USA
Janina Steinmetz, City University of London, UK
Blake DiCosola, Oxford University, UK


NA - Advances in Consumer Research Volume 48 | 2020

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