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Minty Fresh! Absolving Dieters of their Consumption Sins

Author

Listed:
  • Nguyen Pham
  • May Lwin
  • Melissa G. Bublitz

Abstract

This research contributes to the emerging interest in food morality by exploring the preference for and the effects of a particular food flavor (mint) on consumption behavior. More specifically, we examine how the refreshing oronasal properties of a specific food flavor (i.e., mint) systematically influence consumer preferences and food choice behavior. Across a pilot and two studies, we show that the refreshing properties of mint that can help dieters wash away the guilt associated with the consumption of “taboo” foods. We found that dieters tended to prefer “taboo” foods such as chocolate cookies (study 1) when they were mint-flavored. Further, after having consumed taboo food such as chocolate, dieters were more likely to prefer a mint- (vs. berry- or cinnamon-) flavored oral freshener (study 2). We also provide food marketers and public policy makers with new insights into how certain consumers (i.e., dieters) evaluate mint-flavored food products.

Suggested Citation

  • Nguyen Pham & May Lwin & Melissa G. Bublitz, 2022. "Minty Fresh! Absolving Dieters of their Consumption Sins," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 14(2), pages 1-58, December.
    • Handle: RePEc:ibn:ijmsjn:v:14:y:2022:i:2:p:58
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    References listed on IDEAS

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    3. Ryan S. Elder & Aradhna Krishna, 2010. "The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 748-756, February.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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