Culturally Contingent Cravings: How Holistic Thinking Influences Consumer Responses to Food Appeals. Issue 1 (20th April 2018)

• Record Type: Journal Article
• Authors: Hildebrand, Diogo; Harding, R. Dustin; Hadi, Rhonda
• Editors: Kirmani, Amna; Monga, Ashwani
• Is Part Of: Journal of consumer psychology. Volume 29:Issue 1(2019)
• Page Start: 39
• Page End: 59
• Publication Date: 2018-04-20
• Subjects: Cross___cultural research -- Food and nutrition -- Advertising; Consumer behavior -- Periodicals; Consumption (Economics) -- Psychological aspects -- Periodicals; 658.8342
• DOI: 10.1002/jcpy.1049
• Languages: English
• ISSNs: 1057-7408

Abstract

Abstract : While prior literature has often conceptualized Eastern consumers as archetypes of resolute discipline and self___control, the authors of this manuscript demonstrate that holistic thinking (a well___established characteristic of Eastern culture) can pose a liability to consumers___ self___control efforts by increasing their desire for indulgent foods under certain conditions. Specifically, this research reveals that when an indulgent food is advertised with a cue that sets the occasion for consumption (i.e., an occasion___setting cue), holistic (vs. analytic) thinking increases craving and subsequent purchase likelihood for the featured product. Evidence for this effect is found across three studies using both self___reported and physiological measures of craving. Furthermore, the effect holds regardless of whether holistic thinking is measured or manipulated. Finally, this research provides evidence for the underlying mechanism and establishes important boundary conditions for the interactive effect.