期刊
JOURNAL OF MARKETING RESEARCH
卷 44, 期 2, 页码 297-308出版社
SAGE PUBLICATIONS INC
DOI: 10.1509/jmkr.44.2.297
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This research attempts to understand the mechanism underlying the choice behavior of impulsive eaters. The authors propose a process according to which impulsive eaters (versus nonimpulsive eaters) spontaneously develop a promotion focus on exposure to hedonically tempting food, such as chocolate cake; their subsequent decision to consume the food is guided by this promotion orientation. Furthermore, the evoked promotion focus also influences subsequent choices in completely unrelated domains. A set of six experiments provides support for this mechanism and also examines its implications with regard to different ways of correcting impulsive eating behavior.
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