Vicarious goal fulfillment: When the mere presence of a healthy option leads to an ironically indulgent decision
Publication
, Journal Article
Wilcox, K; Vallen, B; Block, L; Fitzsimons, GJ
Published in: Journal of Consumer Research
October 1, 2009
This research examines how consumers' food choices differ when healthy items are included in a choice set compared with when they are not available. Results demonstrate that individuals are, ironically, more likely to make indulgent food choices when a healthy item is available compared to when it is not available. The influence of the healthy item on indulgent choice is stronger for those with higher levels of self-control. Support is found for a goal-activation-based explanation for these findings, whereby the mere presence of the healthy food option vicariously fulfills nutrition-related goals and provides consumers with a license to indulge. © 2009 by JOURNAL OF CONSUMER RESEARCH, Inc.
Duke Scholars
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Published In
Journal of Consumer Research
DOI
ISSN
0093-5301
Publication Date
October 1, 2009
Volume
36
Issue
3
Start / End Page
380 / 393
Related Subject Headings
- Marketing
- 3506 Marketing
- 1701 Psychology
- 1506 Tourism
- 1505 Marketing
Citation
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Chicago
ICMJE
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Wilcox, K., Vallen, B., Block, L., & Fitzsimons, G. J. (2009). Vicarious goal fulfillment: When the mere presence of a healthy option leads to an ironically indulgent decision. Journal of Consumer Research, 36(3), 380–393. https://doi.org/10.1086/599219
Wilcox, K., B. Vallen, L. Block, and G. J. Fitzsimons. “Vicarious goal fulfillment: When the mere presence of a healthy option leads to an ironically indulgent decision.” Journal of Consumer Research 36, no. 3 (October 1, 2009): 380–93. https://doi.org/10.1086/599219.
Wilcox K, Vallen B, Block L, Fitzsimons GJ. Vicarious goal fulfillment: When the mere presence of a healthy option leads to an ironically indulgent decision. Journal of Consumer Research. 2009 Oct 1;36(3):380–93.
Wilcox, K., et al. “Vicarious goal fulfillment: When the mere presence of a healthy option leads to an ironically indulgent decision.” Journal of Consumer Research, vol. 36, no. 3, Oct. 2009, pp. 380–93. Scopus, doi:10.1086/599219.
Wilcox K, Vallen B, Block L, Fitzsimons GJ. Vicarious goal fulfillment: When the mere presence of a healthy option leads to an ironically indulgent decision. Journal of Consumer Research. 2009 Oct 1;36(3):380–393.
Published In
Journal of Consumer Research
DOI
ISSN
0093-5301
Publication Date
October 1, 2009
Volume
36
Issue
3
Start / End Page
380 / 393
Related Subject Headings
- Marketing
- 3506 Marketing
- 1701 Psychology
- 1506 Tourism
- 1505 Marketing