Effects of physical cleansing on subsequent unhealthy eating

Effects of physical cleansing on subsequent unhealthy eating Over five experiments, we demonstrate that physical cleansing (e.g., handwashing) can reduce consumers’ unhealthy eating in subsequent unrelated contexts, by decreasing their choice of vice food (e.g., chocolate cake) versus virtue food (e.g., fruit salad) and their preferred amount vice food for consumption. This effect generalizes over different food stimuli and different operationalizations of physical cleansing (i.e., actual cleansing, visualized cleansing, and vicarious cleansing). Further, an analogous effect occurs for consumers’ unethical choice in a non-food domain, thus increasing the generalizability of the cleansing effect. Finally, one potential mechanism of the effect based on the metaphorical associations between physical cleanliness and moral purity and between vice food and immoral consumption is suggested. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Letters Springer Journals

Effects of physical cleansing on subsequent unhealthy eating

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Publisher
Springer US
Copyright
Copyright © 2018 by Springer Science+Business Media, LLC, part of Springer Nature
Subject
Business and Management; Marketing
ISSN
0923-0645
eISSN
1573-059X
D.O.I.
10.1007/s11002-018-9458-5
Publisher site
See Article on Publisher Site

Abstract

Over five experiments, we demonstrate that physical cleansing (e.g., handwashing) can reduce consumers’ unhealthy eating in subsequent unrelated contexts, by decreasing their choice of vice food (e.g., chocolate cake) versus virtue food (e.g., fruit salad) and their preferred amount vice food for consumption. This effect generalizes over different food stimuli and different operationalizations of physical cleansing (i.e., actual cleansing, visualized cleansing, and vicarious cleansing). Further, an analogous effect occurs for consumers’ unethical choice in a non-food domain, thus increasing the generalizability of the cleansing effect. Finally, one potential mechanism of the effect based on the metaphorical associations between physical cleanliness and moral purity and between vice food and immoral consumption is suggested.

Journal

Marketing LettersSpringer Journals

Published: May 9, 2018

References

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