Selective Sensitization: Consuming a Food Activates a Goal to Consume Its Complements

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Eating a food reduces the desire to eat more of that food. General-process theories of motivation posit that eating a food also increases the motivation to eat other foods-an effect known as cross-stimulus sensitization. The authors propose that eating a food selectively sensitizes consumers to its complements rather than to all foods. Eating a food activates a goal to consume foods that consumers perceive to be well paired with the consumed food. In five experiments, imagined and actual consumption of a food sensitized participants to complementary foods but not to unrelated or semantically associated foods. These findings suggest that cross-stimulus sensitization is more specific and predictable than previously assumed. The authors identify goal activation as the process through which cross-stimulus sensitization occurs and can be instilled.
Publisher
AMER MARKETING ASSOC
Issue Date
2016-12
Language
English
Article Type
Article
Keywords

VARIETY-SEEKING BEHAVIOR; SENSORY-SPECIFIC SATIETY; EATING BEHAVIOR; SATIATION; HUNGER; MEMORY; REWARD; LEVEL; CUES; HABITUATION

Citation

JOURNAL OF MARKETING RESEARCH, v.53, no.6, pp.1034 - 1049

ISSN
0022-2437
DOI
10.1509/jmr.12.0240
URI
http://hdl.handle.net/10203/226048
Appears in Collection
MG-Journal Papers(저널논문)
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