Heal Your Soul: Intimacy Value of Indulgent Foods

Although indulgent foods are unhealthy, they can bring positive affective values. In two studies, we demonstrate that consumers associate indulgent foods with intimate relationships, thereby drawing intimate feelings from consuming indulgent foods. As such, consumers prefer these foods more when feeling threats to their close relationships.


Shih-Chun (Daniel) Chin and Aric Rindfleisch (2021) ,"Heal Your Soul: Intimacy Value of Indulgent Foods", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 916-916.


Shih-Chun (Daniel) Chin, University of Illinois at Urbana Champaign
Aric Rindfleisch, University of Illinois at Urbana-Champaign


NA - Advances in Consumer Research Volume 49 | 2021

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