Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an Ironically Indulgent Decision
Keith Wilcox, Beth Vallen, Lauren Block, Gavan J. Fitzsimons
Journal of Consumer Research · 2009 · Volume 36 · Issue 3
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.
Keywords
Health, Nutrition, Safety, Motivation/Desires/Goals, Categorization, Choice (Brand or Product Level), Public Policy Issues
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