Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an Ironically Indulgent Decision

Keith Wilcox, Beth Vallen, Lauren Block and Gavan J. Fitzsimons

Journal of Consumer Research, 2009, vol. 36, issue 3, 380 - 393

Abstract: This research examines how consumers' food choices differ when healthy items are included in a choice set compared with when they are not available. Results demonstrate that individuals are, ironically, more likely to make indulgent food choices when a healthy item is available compared to when it is not available. The influence of the healthy item on indulgent choice is stronger for those with higher levels of self-control. Support is found for a goal-activation-based explanation for these findings, whereby the mere presence of the healthy food option vicariously fulfills nutrition-related goals and provides consumers with a license to indulge.

Date: 2009
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