Travail de recherche/Working paper
| Résumé : | This research provides original evidence for the impact of anticipated affects on hedonic versus healthy food choices. Study 1 and 2 reveal the asymmetric affective dynamics of hedonic and healthy food choices and pave the way for our behavioral prediction: People anticipate more instant than post-consumption satisfaction when choosing hedonic over healthy food, whereas they anticipate more post-consumption than instant satisfaction when choosing healthy over hedonic food. In Study 3, the experiment proper, we further find that orienting people’s attention on immediate post-consumption affects helps them redirecting their choice towards a more healthy food option. These findings suggest that a simple affect-focused manipulation may prove very effective in increasing healthier choices. The role of anticipated affect in inter-temporal choices is discussed. |
