Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Candy bar or healthy snack? Free choice not as free as we think

15.10.2009
If you think choosing between a candy bar and healthy snack is totally a matter of free will, think again. A new study in the Journal of Consumer Research shows that the choices we make to indulge ourselves or exercise self-control depend on how the choices are presented.

Author Juliano Laran (University of Miami) tested subjects to determine how certain words and concepts affected consumers' decisions for self-control or indulgence. He found that consumer choices were affected by the actions most recently suggested to them by certain key words.

The tests involved a word-scramble containing words that suggested either indulgence ("weight") or self-control ("delicious"). "Participants who unscrambled sentences associated with self-control were more likely to choose a healthy snack (a granola bar) to be consumed right now, but an indulgent snack (a chocolate bar) to be consumed in the future," writes Laran. Participants who unscrambled sentences associated with indulgence were more likely to choose an indulgent snack to be consumed right now but a healthy snack to be consumed in the future."

A second study examined the same phenomenon, but it involved information associated with saving versus spending money. Again, when information about saving money was active (participants had been exposed to words associated with saving money), participants said that they imagined themselves trying to save money while shopping in the present, but spending a lot of money while shopping in the future. When words about spending money were suggested, the study showed the opposite result.

"The type of information (self-control or indulgence) that is currently active may influence a decision for the future," write Laran. "When information about self-control (indulgence) is currently active, decisions for the present will be virtuous (indulgent), while decisions for the future will be indulgent (virtuous). This result arises from people's need to balance behaviors performed in the present with behaviors that will be performed in the future."

Both marketers and consumers can benefit from being aware of these effects, Laran concludes.

Juliano Laran. "Choosing Your Future: Temporal Distance and the Balance Between Self-Control and Indulgence." Journal of Consumer Research: April 2010 (published online September 24, 2009).

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu

Further reports about: Candy bar Consumer Research chocolate bar healthy snack

More articles from Studies and Analyses:

nachricht Europe’s Demographic Future. Where the Regions Are Heading after a Decade of Crises
10.08.2017 | Berlin-Institut für Bevölkerung und Entwicklung

nachricht Scientists reveal source of human heartbeat in 3-D
07.08.2017 | University of Manchester

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Fizzy soda water could be key to clean manufacture of flat wonder material: Graphene

Whether you call it effervescent, fizzy, or sparkling, carbonated water is making a comeback as a beverage. Aside from quenching thirst, researchers at the University of Illinois at Urbana-Champaign have discovered a new use for these "bubbly" concoctions that will have major impact on the manufacturer of the world's thinnest, flattest, and one most useful materials -- graphene.

As graphene's popularity grows as an advanced "wonder" material, the speed and quality at which it can be manufactured will be paramount. With that in mind,...

Im Focus: Exotic quantum states made from light: Physicists create optical “wells” for a super-photon

Physicists at the University of Bonn have managed to create optical hollows and more complex patterns into which the light of a Bose-Einstein condensate flows. The creation of such highly low-loss structures for light is a prerequisite for complex light circuits, such as for quantum information processing for a new generation of computers. The researchers are now presenting their results in the journal Nature Photonics.

Light particles (photons) occur as tiny, indivisible portions. Many thousands of these light portions can be merged to form a single super-photon if they are...

Im Focus: Circular RNA linked to brain function

For the first time, scientists have shown that circular RNA is linked to brain function. When a RNA molecule called Cdr1as was deleted from the genome of mice, the animals had problems filtering out unnecessary information – like patients suffering from neuropsychiatric disorders.

While hundreds of circular RNAs (circRNAs) are abundant in mammalian brains, one big question has remained unanswered: What are they actually good for? In the...

Im Focus: RAVAN CubeSat measures Earth's outgoing energy

An experimental small satellite has successfully collected and delivered data on a key measurement for predicting changes in Earth's climate.

The Radiometer Assessment using Vertically Aligned Nanotubes (RAVAN) CubeSat was launched into low-Earth orbit on Nov. 11, 2016, in order to test new...

Im Focus: Scientists shine new light on the “other high temperature superconductor”

A study led by scientists of the Max Planck Institute for the Structure and Dynamics of Matter (MPSD) at the Center for Free-Electron Laser Science in Hamburg presents evidence of the coexistence of superconductivity and “charge-density-waves” in compounds of the poorly-studied family of bismuthates. This observation opens up new perspectives for a deeper understanding of the phenomenon of high-temperature superconductivity, a topic which is at the core of condensed matter research since more than 30 years. The paper by Nicoletti et al has been published in the PNAS.

Since the beginning of the 20th century, superconductivity had been observed in some metals at temperatures only a few degrees above the absolute zero (minus...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Call for Papers – ICNFT 2018, 5th International Conference on New Forming Technology

16.08.2017 | Event News

Sustainability is the business model of tomorrow

04.08.2017 | Event News

Clash of Realities 2017: Registration now open. International Conference at TH Köln

26.07.2017 | Event News

 
Latest News

Nagoya physicists resolve long-standing mystery of structure-less transition

21.08.2017 | Materials Sciences

Chronic stress induces fatal organ dysfunctions via a new neural circuit

21.08.2017 | Health and Medicine

Scientists from the MSU studied new liquid-crystalline photochrom

21.08.2017 | Materials Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>