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The affective dynamics of hedonic versus healthy food choices: Making salient post-consumption affect promotes healthy food choices

Claudia Toma, Marcel Zeelenberg and Olivier Corneille

No 16-026, Working Papers CEB from ULB -- Universite Libre de Bruxelles

Abstract: This research provides original evidence for the impact of anticipated affects on hedonic versus healthy food choices. Study 1 and 2 reveal the asymmetric affective dynamics of hedonic and healthy food choices and pave the way for our behavioral prediction: People anticipate more instant than post-consumption satisfaction when choosing hedonic over healthy food, whereas they anticipate more post-consumption than instant satisfaction when choosing healthy over hedonic food. In Study 3, the experiment proper, we further find that orienting people’s attention on immediate post-consumption affects helps them redirecting their choice towards a more healthy food option. These findings suggest that a simple affect-focused manipulation may prove very effective in increasing healthier choices. The role of anticipated affect in inter-temporal choices is discussed.

Keywords: affective dynamics; food choices; post-consumption satisfaction (search for similar items in EconPapers)
JEL-codes: I00 (search for similar items in EconPapers)
Pages: 17 p.
Date: 2016-06-07
New Economics Papers: this item is included in nep-agr and nep-cbe
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