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Contraction with unpacking : when unpacking leads to lower calorie budgets
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Jia, Miaolei (Liam), Li, Xiuping and Krishna, Aradhna (2020) Contraction with unpacking : when unpacking leads to lower calorie budgets. Journal of Consumer Research, 46 (5). pp. 853-870. ucz036. doi:10.1093/jcr/ucz036 ISSN 0093-5301.
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WRAP-contraction-unpacking-when-unpacking-leads-lower-calorie-budgets-Jia-2019.pdf - Accepted Version - Requires a PDF viewer. Download (743Kb) | Preview |
Official URL: http://dx.doi.org/10.1093/jcr/ucz036
Abstract
Consumers set a lower consumption budget when they set individual calorie budgets for constituent categories (e.g., breakfast, lunch, dinner, and snacks—categorical approach) versus when they set a total budget (overall approach). This contraction effect of unpacking a judgment is driven by motivated reasoning. Consumers are motivated to reduce calorie consumption, and this motive directs their cognitive elaboration for the budget decision to be on what to cut and how much to cut. Furthermore, the categorical (vs. overall) approach brings to mind more thoughts that are consistent with the motive to reduce consumption, which then leads to a lower calorie budget. Consistent with this explanation, the level of elaboration on reducing calorie intake—especially on occasions where overconsumption is less salient—mediates the contraction effect. In addition, the contraction effect is attenuated when the motive to reduce consumption is deactivated. Finally, while the contraction effect occurs when consumers have a motive to reduce consumption, the classic expansion effect of unpacking occurs when consumers are prompted to think about what to consume or are motivated to increase consumption. The results for calorie budgeting are shown to have downstream consequences on actual food consumption.
Item Type: | Journal Article | |||||||||
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Subjects: | B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce H Social Sciences > HJ Public Finance T Technology > TX Home economics |
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Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Library of Congress Subject Headings (LCSH): | Food consumption , Budget , Economics -- Psychological aspects, Delay discounting (Psychology), Self-control, Consumers' preferences, Consumption (Economics) -- Psychological aspects, Consumer behavior | |||||||||
Journal or Publication Title: | Journal of Consumer Research | |||||||||
Publisher: | Oxford University Press | |||||||||
ISSN: | 0093-5301 | |||||||||
Official Date: | February 2020 | |||||||||
Dates: |
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Volume: | 46 | |||||||||
Number: | 5 | |||||||||
Page Range: | pp. 853-870 | |||||||||
Article Number: | ucz036 | |||||||||
DOI: | 10.1093/jcr/ucz036 | |||||||||
Status: | Peer Reviewed | |||||||||
Publication Status: | Published | |||||||||
Reuse Statement (publisher, data, author rights): | This is a pre-copyedited, author-produced PDF of an article accepted for publication in Journal of Consumer Research following peer review. The version of record Miaolei (Liam) Jia, Xiuping Li, Aradhna Krishna, Contraction with Unpacking: When Unpacking Leads to Lower Calorie Budgets, Journal of Consumer Research, ucz036, is available online at: https://doi.org/10.1093/jcr/ucz036 | |||||||||
Access rights to Published version: | Restricted or Subscription Access | |||||||||
Date of first compliant deposit: | 13 August 2019 | |||||||||
Date of first compliant Open Access: | 15 August 2019 | |||||||||
RIOXX Funder/Project Grant: |
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