IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v45y2019i6p1213-1229..html
   My bibliography  Save this article

A Sweet Romance: Divergent Effects of Romantic Stimuli on the Consumption of Sweets

Author

Listed:
  • Xiaojing Yang
  • Huifang Mao
  • Lei Jia
  • Melissa G Bublitz
  • Eileen Fischer
  • Lauren Block

Abstract

Drawing from research on food consumption, conceptual metaphors, and assimilation and contrast, we examine how exposure to romantic stimuli (e.g., watching a romantic ad, reading a romantic note) affects consumers’ subsequent consumption of sweets. Across five studies, we find that romantic stimuli exposure increases sweet food consumption among abstract thinkers but reduces sweet food intake among concrete thinkers. We also identify the moderating role of metaphor content on this finding such that the effects of romantic exposure on the consumption of sweets occur only when the metaphoric association between love and sweetness is highlighted but dissipate when a competing metaphor is accentuated.

Suggested Citation

  • Xiaojing Yang & Huifang Mao & Lei Jia & Melissa G Bublitz & Eileen Fischer & Lauren Block, 2019. "A Sweet Romance: Divergent Effects of Romantic Stimuli on the Consumption of Sweets," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 45(6), pages 1213-1229.
    • Handle: RePEc:oup:jconrs:v:45:y:2019:i:6:p:1213-1229.
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1093/jcr/ucy044
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xu, Lina & Roy, Abhijit, 2022. "Cashback as cash forward: The serial mediating effect of time/effort and money savings," Journal of Business Research, Elsevier, vol. 149(C), pages 30-37.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:45:y:2019:i:6:p:1213-1229.. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.