The effects of guilt and sadness on sugar consumption

Sarah Lefebvre, Jonathan Hasford and Ze Wang

Journal of Business Research, 2019, vol. 100, issue C, 130-138

Abstract: This research examines how the discrete negative emotions of guilt and sadness impact individual preference for carbohydrates, specifically in the form of sugar. Using Cognitive Appraisal Theory and research in biological psychology, we identify how these two discrete emotions influence the release of cortisol, which impacts sugar preferences. The results of four studies indicate that consumers select and prepare foods with higher amounts of sugar when experiencing sadness relative to when they feel guilt. Implications for public policy as well as marketing practitioners are discussed.

Keywords: Sadness; Guilt; Food preference; Sugar consumption (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:100:y:2019:i:c:p:130-138

DOI: 10.1016/j.jbusres.2019.03.023

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