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

Author

Listed:
  • Claudia Toma
  • Marcel Zeelenberg
  • Olivier Corneille

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.

Suggested Citation

  • Claudia Toma & Marcel Zeelenberg & Olivier Corneille, 2016. "The affective dynamics of hedonic versus healthy food choices: Making salient post-consumption affect promotes healthy food choices," Working Papers CEB 16-026, ULB -- Universite Libre de Bruxelles.
    • Handle: RePEc:sol:wpaper:2013/230925
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    References listed on IDEAS

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    1. Lee, Helen, 2012. "The role of local food availability in explaining obesity risk among young school-aged children," Social Science & Medicine, Elsevier, vol. 74(8), pages 1193-1203.
    2. Shapiro, Jesse M., 2005. "Is there a daily discount rate? Evidence from the food stamp nutrition cycle," Journal of Public Economics, Elsevier, vol. 89(2-3), pages 303-325, February.
    3. Simonson, Itamar, 1992. "The Influence of Anticipating Regret and Responsibility on Purchase Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 105-118, June.
    4. Berns, Gregory S. & Loewenstein, George & Laibson, David I., 2007. "Intertemporal Choice - Toward an Integrative Framework," Scholarly Articles 4554332, Harvard University Department of Economics.
    5. van der Pligt, J. & Zeelenberg, M. & van Dijk, W.W. & de Vries, N.K. & Richard, R., 1998. "Affect, attitudes and decisions : Let's be more specific," Other publications TiSEM 642e32ad-0be8-4201-b627-b, Tilburg University, School of Economics and Management.
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    More about this item

    Keywords

    affective dynamics; food choices; post-consumption satisfaction;
    All these keywords.

    JEL classification:

    • I00 - Health, Education, and Welfare - - General - - - General

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