Self-Image on the Line: How Face Payment Fosters Self-Regulation in Making Healthier Food Choice
Two field experiments provide preliminary evidence that the current face payment technology could activate one’s healthy consumption intention, rendering individuals to choose healthier food options more likely. When a cognitive load is implemented simultaneously in the face payment process, this effect above dissipates, suggesting that self-attentiveness mediates the process above.
Citation:
Lifeng Yang, Guangxin Xie, and Yuhao Lu (2021) ,"Self-Image on the Line: How Face Payment Fosters Self-Regulation in Making Healthier Food Choice", 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: 934-934.
Authors
Lifeng Yang, ShanghaiTech University
Guangxin Xie, University of Massachusetts Boston
Yuhao Lu, ShanghaiTech University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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