Indulge Every Now and Then: Anticipating Indulgence Increases Indulgent Food Preferences Among Restrained Eaters

This research examines the interactive effects of anticipating indulgent consumption and dietary restraint on indulgent food preferences for immediate consumption. Three experiments reveal that anticipating indulgent food consumption increased restrained eaters’ indulgent food preference for immediate consumption whereas it often reduced unrestrained eaters’ indulgent food preference.



Citation:

Ga-Eun (Grace) Oh (2020) ,"Indulge Every Now and Then: Anticipating Indulgence Increases Indulgent Food Preferences Among Restrained Eaters", 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: 1231-1231.

Authors

Ga-Eun (Grace) Oh, Open University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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