A Sweet Romance: Divergent Effects of Romantic Stimuli on the Consumption of Sweets

Xiaojing Yang, Huifang Mao, Lei Jia, Melissa G Bublitz, Eileen Fischer and Lauren Block

Journal of Consumer Research, 2019, vol. 45, issue 6, 1213-1229

Abstract: Drawing from research on food consumption, conceptual metaphors, and assimilation and contrast, we examine how exposure to romantic stimuli (e.g., watching a romantic ad, reading a romantic note) affects consumers’ subsequent consumption of sweets. Across five studies, we find that romantic stimuli exposure increases sweet food consumption among abstract thinkers but reduces sweet food intake among concrete thinkers. We also identify the moderating role of metaphor content on this finding such that the effects of romantic exposure on the consumption of sweets occur only when the metaphoric association between love and sweetness is highlighted but dissipate when a competing metaphor is accentuated.

Keywords: food consumption; conceptual metaphors; assimilation and contrast; romantic exposure; construal level; contextual influence (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://hdl.handle.net/10.1093/jcr/ucy044 (application/pdf)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:45:y:2019:i:6:p:1213-1229.

Access Statistics for this article

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

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().