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Feeling Judged? The Presence of Outgroup Members Promotes Virtuous Choices

Toure-Tillery, M., Steinmetz, J. ORCID: 0000-0003-3299-4858 and DiCosola, B. (2020). Feeling Judged? The Presence of Outgroup Members Promotes Virtuous Choices. Advances in Consumer Research,

Abstract

We investigate whether the presence of an ingroup vs. outgroup observer influences consumer choices of virtuous versus indulgent foods. In seven studies, we find that consumers make healthier choices in the presence of outgroup (vs. ingroup) others, mediated by the anticipation of being judged negatively by outgroup members.

Publication Type: Article
Departments: Business School > Management
Date Deposited: 04 Sep 2020 15:42
URI: https://openaccess.city.ac.uk/id/eprint/24608
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