Completed egoism and intended altruism boost healthy food choices

Weibel, Christian; Messner, Claude; Brügger, Adrian (2014). Completed egoism and intended altruism boost healthy food choices. Appetite, 77, pp. 38-45. Elsevier 10.1016/j.appet.2014.02.010

Preview	Text 42565.pdf - Accepted Version Available under License Publisher holds Copyright. Download (908kB) | Preview
	Text 1-s2.0-S0195666314001044-main.pdf - Published Version Restricted to registered users only Available under License Publisher holds Copyright. Download (529kB)

Based on the self-licensing literature and goal theory, we expected and found that completed (im)moral actions lead to markedly different food choices (Studies 1 & 2) than intended (im)moral actions (Study 2). In Study 1, people more often chose healthy over unhealthy food options when they recalled a completed egoistic action than when they recalled a completed altruistic action. Study 2 confirmed this finding and furthermore showed that the self-licensing effect in food choices is moderated by the action stage (completed vs. intended) of the moral or immoral action. This article extends the existing self-licensing literature and opens up new perspectives for changing consumers’ food consumption behavior.

Interest & Impact

Downloads

848 since deposited on 19 Mar 2014
49 in the past 12 months

Citations

5 Citations in Web of Science ®
6 Citations in Scopus

Search

in Google Scholar™

Services

Actions (login required)

Edit item

Actions (login required)

Edit item