When Temptation Hits You: The Influence of Weak Versus Strong Food Temptations
22 Pages Posted: 10 Oct 2005
Date Written: 2005
Abstract
In daily life, people are often exposed to food temptations, such as ads for chocolate or friends offering cookies. This article examines how consumers respond to such food temptations. We investigate whether food temptations, differing in strength (weak vs. strong), lead consumers to eat more or rather help them in exerting self-control. The results of three experiments suggest that weak food temptations activate food-related thoughts, and lead to overconsumption. Strong food temptations, on the other hand, inhibit this desire to eat, and help consumers to control their food-intake.
Suggested Citation: Suggested Citation
Geyskens, Kelly and Dewitte, Siegfried and Pandelaere, Mario and Warlop, Luk, When Temptation Hits You: The Influence of Weak Versus Strong Food Temptations (2005). Available at SSRN: https://ssrn.com/abstract=813724 or http://dx.doi.org/10.2139/ssrn.813724
Do you have negative results from your research you’d like to share?
Recommended Papers
Feedback
Feedback to SSRN
If you need immediate assistance, call 877-SSRNHelp (877 777 6435) in the United States, or +1 212 448 2500 outside of the United States, 8:30AM to 6:00PM U.S. Eastern, Monday - Friday.