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The effects of guilt and sadness on sugar consumption

Author

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  • Lefebvre, Sarah
  • Hasford, Jonathan
  • Wang, Ze

Abstract

This research examines how the discrete negative emotions of guilt and sadness impact individual preference for carbohydrates, specifically in the form of sugar. Using Cognitive Appraisal Theory and research in biological psychology, we identify how these two discrete emotions influence the release of cortisol, which impacts sugar preferences. The results of four studies indicate that consumers select and prepare foods with higher amounts of sugar when experiencing sadness relative to when they feel guilt. Implications for public policy as well as marketing practitioners are discussed.

Suggested Citation

  • Lefebvre, Sarah & Hasford, Jonathan & Wang, Ze, 2019. "The effects of guilt and sadness on sugar consumption," Journal of Business Research, Elsevier, vol. 100(C), pages 130-138.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:130-138
    DOI: 10.1016/j.jbusres.2019.03.023
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    Cited by:

    1. Mills, Paul & Groening, Christopher, 2021. "The role of social acceptability and guilt in unethical consumer behavior: Following the crowd or their own moral compass?," Journal of Business Research, Elsevier, vol. 136(C), pages 377-388.
    2. Habib, Muhammad Danish & Kaur, Puneet & Sharma, Veenu & Talwar, Shalini, 2023. "Analyzing the food waste reduction intentions of UK households. A Value-Attitude-Behavior (VAB) theory perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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