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

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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.

Item Type:

Journal Article (Original Article)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Consumer Behavior

UniBE Contributor:

Weibel, Christian; Messner, Claude Mathias and Brügger, Adrian

Subjects:

600 Technology > 650 Management & public relations
100 Philosophy > 150 Psychology
300 Social sciences, sociology & anthropology > 330 Economics

ISSN:

1095-8304

Publisher:

Elsevier

Language:

English

Submitter:

Claude Mathias Messner

Date Deposited:

19 Mar 2014 12:27

Last Modified:

19 Feb 2019 12:07

Publisher DOI:

10.1016/j.appet.2014.02.010

BORIS DOI:

10.7892/boris.42565

URI:

https://boris.unibe.ch/id/eprint/42565

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