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.


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.


David J. Moore, University of Michigan


NA - Advances in Consumer Research Volume 32 | 2005

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