Keith Wilcox

Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an Ironically Indulgent Decision

Coauthor(s): Beth Vallen, Lauren Block, Gavan Fitzsimons. View Publication

Abstract:

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.

Copyright 2009 by Journal of Consumer Research, Inc.

Exact Citation:
Wilcox, Keith, Beth Vallen, Lauren Block, and Gavan Fitzsimons. "Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an Ironically Indulgent Decision." Journal of Consumer Research 36 (October 2009): 380-393.
Volume: 36
Pages: 380-393
Date: 10 2009