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

@article{Huh2016SelectiveSC,
  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},
  year={2016},
  volume={53},
  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… 

Figures and Tables from this paper

Effects of Imagined Consumption and Simulated Eating Movements on Food Intake: Thoughts about Food Are Not Always of Advantage

The data suggest that the imagined food consumption technique can result in an unexpected increase in food consumption, when smaller numbers of imagination repetitions are performed.

Mind Over Stomach: A Review of the Cognitive Drivers of Food Satiation

  • Y. Cornil
  • Psychology
    Journal of the Association for Consumer Research
  • 2017
Satiation is the main process that determines when we stop eating; it includes the decrease in sensory enjoyment and the increase in feelings of fullness over the course of eating. The cognitive

Choice is relative: Reinforcing value of food and activity in obesity treatment.

An overview of relationships among reinforcers, how understanding substitutes and complements can influence eating and activity, and how enriching a person's environment and providing choice architecture can enhance weight control is provided.

Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery

This research provides evidence of the role played by a brand in the stimulation of mental imagery. We anticipate that a familiar (vs. unfamiliar) brand will evoke higher levels of visual mental

The Impact of a Complement-Based Assortment Organization on Purchases

This article examines whether and why organizing product categories according to the consumption goal they serve (i.e., complement-based assortment organization) may increase purchases compared with

From Doubt to Functionality: An Imagery Story

Mental imagery and mental simulations play an important role in any consumption experience. For decades, however, the famed “imagery debate” dominated discussions on imagery and to some extent

Mental Simulation as Substitute for Experience

People spend a considerable amount of their time mentally simulating experiences other than the one in which they are presently engaged, as a means of distraction, coping, or preparation for the

References

SHOWING 1-10 OF 79 REFERENCES

Thought for Food: Imagined Consumption Reduces Actual Consumption

It is demonstrated that habituation to a food item can occur even when its consumption is merely imagined, and suggested that mental representation alone can engender habituated response to a stimulus.

Stimulus-induced eating when satiated

Goal priming and eating behavior: enhancing self-regulation by environmental cues.

  • E. PapiesPetra Hamstra
  • Psychology
    Health psychology : official journal of the Division of Health Psychology, American Psychological Association
  • 2010
This study shows that unobtrusively priming the goal of dieting can enhance self-regulation in tempting eating situations and is shown to help restrained eaters to regulate their eating behavior in tempting situations.

Why most dieters fail but some succeed: a goal conflict model of eating behavior.

The goal conflict model of eating is presented, a new perspective that attributes the difficulty of chronic dieters in regulating their food intake to a conflict between 2 incompatible goals-namely, eating enjoyment and weight control.

Habituation as a determinant of human food intake.

An overview of experimental paradigms used to study habituation is provided, a theoretical approach to habituation to food based on memory and associative conditioning models are integrated, and research on factors that influence habituation are reviewed.

Hunger promotes acquisition of nonfood objects

It is concluded that a basic biologically based motivation can affect substantively unrelated behaviors that cannot satisfy the motivation, which presumably occurs because hunger renders acquisition-related concepts and behaviors more accessible, which influences decisions in situations to which they can be applied.

A Bite to Whet the Reward Appetite: The Influence of Sampling on Reward-Seeking Behaviors

In this research, the authors show that sampling a consumption cue (e.g., a flavored beverage) that is high in incentive value (i.e., tastes good) not only enhances subsequent consumption of other

The Role of Sensory‐Specific Satiety in Attribute‐Level Variety Seeking

The variety seeking theoretical paradigm offers little guidance regarding the attributes of a stimulus that are most likely to drive the desire to switch. We review 25 years of research in

How sensory properties of foods affect human feeding behavior

...