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

  title={Selective Sensitization: Consuming a Food Activates a Goal to Consume Its Complements},
  author={Young Eun Huh and Joachim Vosgerau and Carey K. Morewedge},
  journal={Journal of Marketing Research},
  pages={1034 - 1049}
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… 

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