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Pleasure and the control of food intake: an embodied cognition approach to consumer self-regulation

Petit, Olivia, Basso, Frédéric ORCID: 0000-0003-3709-8331, Merunka, Dwight, Spence, Charles, Cheok, Adrian David and Oullier, Olivier (2016) Pleasure and the control of food intake: an embodied cognition approach to consumer self-regulation. Psychology and Marketing, 33 (8). pp. 608-619. ISSN 0742-6046

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Identification Number: 10.1002/mar.20903


Consumers try to avoid temptation when exposed to appetizing foods by diverting their attention away from their senses (e.g., sight, smell, mouthfeel) and bodily states (e.g., state of arousal, salivation) in order to focus on their longer-term goals (e.g., eating healthily, achieving an ideal body weight). However, when not including sensations in their decisionmaking processes, consumers risk depleting their self-regulatory resources, potentially leading to unhealthy food choices. Conversely, based on the concept of ‘embodied selfregulation’, it is suggest that considering bodily states may help consumers regulate their food choices more effectively. A new model is proposed that facilitates understanding observed consumer behavior and the success or failure of self-control in food intake. It is argued that bodily states and sensory information should be considered when modeling consumer behavior and developing health-related advocacy and communication campaigns. The model proposed here leads to new perspectives on consumer consumption behavior and health policy research and strategies.

Item Type: Article
Official URL:
Additional Information: © 2016 Wiley
Divisions: Psychological and Behavioural Science
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Date Deposited: 11 Aug 2016 14:40
Last Modified: 20 Oct 2021 02:24

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