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
The Effects of Breadth of Product Categories on Budgeting
An Tran, University of La Verne
John Lynch, University of Colorado, USA
Featured
Foods for Sharing: The Social Value of Handmade Foods
Xin Wang, Nanjing University
Chunqu Xiao, Nanjing University
Xingyu Duan, Nanjing University
Hong Zhu, Nanjing University
Featured
Consuming Commodified Selves – Accelerated Identity Co-Construction Dynamics Through Fashion Performances on Instagram
Jonathan David Schöps, University of Innsbruck, Austria