Outsourcing Responsibility for Indulgent Food Consumption to Prevent Negative Affect

Linda Hagen, Aradhna Krishna and Brent McFerran

Journal of the Association for Consumer Research, 2019, vol. 4, issue 2, 136 - 146

Abstract: To many consumers, indulging in unhealthy treats is a “vice” and can cause unpleasant feelings, such as guilt. Nonetheless, consumers do not want to give up indulgences altogether and find ways to allow themselves guilt-free gratification. We propose a novel, calculated tactic that consumers use to avoid unpleasant feelings often associated with unhealthy eating. Four studies demonstrate that consumers proactively and strategically confer responsibility for indulgences to other people to prevent looming negative feelings about consuming the same item. In laboratory and field experiments, for unhealthy (compared to healthy) foods consumers exhibit a preference for being served a chosen food instead of serving themselves. Moderation and mediation show that this preference is driven by anticipated negative self-conscious affect, which gives rise to a motivation to avoid responsibility. Across our studies, people seek to alter the social context surrounding indulgent food consumption in this way, despite making their own food choices.

Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
http://dx.doi.org/10.1086/701821 (application/pdf)
http://dx.doi.org/10.1086/701821 (text/html)
Access to the online full text or PDF requires a subscription.

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:ucp:jacres:doi:10.1086/701821

Access Statistics for this article

More articles in Journal of the Association for Consumer Research from University of Chicago Press
Bibliographic data for series maintained by Journals Division ().