We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Selective Sensitization: Consuming a Food Activates a Goal to Consume Its Complements.
- Authors
EUN HUH, YOUNG; VOSGERAU, JOACHIM; MOREWEDGE, CAREY K.
- Abstract
Eating a food reduces the desire to eat more of that food. General-process theories of motivation posit that eating a food also increases the motivation to eat other foods—an effect known as cross-stimulus sensitization. The authors propose that eating a food selectively sensitizes consumers to its complements rather than to all foods. Eating a food activates a goal to consume foods that consumers perceive to be well paired with the consumed food. In five experiments, imagined and actual consumption of a food sensitized participants to complementary foods but not to unrelated or semantically associated foods. These findings suggest that cross-stimulus sensitization is more specific and predictable than previously assumed. The authors identify goal activation as the process through which cross-stimulus sensitization occurs and can be instilled.
- Subjects
FOOD preferences; HABITUATION (Neuropsychology); SENSITIZATION (Neuropsychology); MOTIVATION (Psychology); GOAL (Psychology); PSYCHOLOGY
- Publication
Journal of Marketing Research (JMR), 2016, Vol 53, Issue 6, p1034
- ISSN
0022-2437
- Publication type
Article
- DOI
10.1509/jmr.12.0240