Document Type

Journal Article

Publication Date


Publication Title

Journal of Business Research


Management, Marketing and Business Administration


Arthur J. Bauernfeind College of Business


This research examines how the discrete negative emotions of guilt and sadness impact individual preference for carbohydrates, specifically in the form of sugar. Using Cognitive Appraisal Theory and research in biological psychology, we identify how these two discrete emotions influence the release of cortisol, which impacts sugar preferences. The results of four studies indicate that consumers select and prepare foods with higher amounts of sugar when experiencing sadness relative to when they feel guilt. Implications for public policy as well as marketing practitioners are discussed.


This is an Accepted Article published by Elsevier in Journal of Business Research, available at



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