When Healthy Food Makes You Hungry

Stacey R. Finkelstein and Ayelet Fishbach

Journal of Consumer Research, 2010, vol. 37, issue 3, 357-367

Abstract: Do subtle cues for imposed healthy eating make consumers hungry? Imposed healthy eating signals that the health goal was sufficiently met, and thus it increases the strength of the conflicting motive to fulfill one's appetite. Accordingly, consumers asked to sample an item framed as healthy later reported being hungrier and consumed more food than those who sampled the same item framed as tasty or those who did not eat at all. These effects of healthy eating depend on the consumer's perception that healthy eating is mandatory; therefore, only imposed healthy eating made consumers hungrier, whereas freely choosing to eat healthy did not increase hunger. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:37:y:2010:i:3:p:357-367

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Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

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