When Do Product Descriptions Stimulate Craving and Desire For Guilty Pleasures?
EXTENDED ABSTRACT - This study attempted to investigate what takes place when high versus low affect intensity subjects are presented with product descriptions that are either emotionally evocative and richly vivid, versus product descriptions that are dull and information-oriented. The vivid and emotionally evocative description was designed to activate a network of memories of pleasurable indulgence in consuming a product category that is generally considered to be a 'forbidden pleasure-cookies and pizza.
Citation:
David J. Moore (2005) ,"When Do Product Descriptions Stimulate Craving and Desire For Guilty Pleasures?", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 608-609.
Authors
David J. Moore, University of Michigan
Volume
NA - Advances in Consumer Research Volume 32 | 2005
Share Proceeding
Featured papers
See MoreFeatured
R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents
Kimberley Mosher Preiksaitis, Siena College
Featured
When products become autonomous: Drawbacks of a perceived lack of control and how to resolve it
Moritz Joerling, RWTH Aachen University
Robert Böhm, RWTH Aachen University
Stefanie Paluch, RWTH Aachen University
Featured
J2. Consistence vs. Variety: The Effect of Temporal Orientation on Variety Seeking
YUAN ZHANG, Xiamen University
SHAOQING ZHANG, Quanzhou Normal University