The Effects of Guilt and Sadness on Sugar Consumption

Authors

Sarah LefebvreFollow
Jonathan Hasford, University of Tennessee, Knoxville
Ze Wang, University of Central FloridaFollow

Document Type

Journal Article

Publication Date

3-2019

Publication Title

Journal of Business Research

Department

Management, Marketing and Business Administration

College/School

Arthur J. Bauernfeind College of Business

Abstract

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.

Comments

This is an Accepted Article published by Elsevier in Journal of Business Research, available at https://doi.org/10.1016/j.jbusres.2019.03.023

Recommended Citation

Lefebvre, S., Hasford, J., & Wang, Z. (2019). The effects of guilt and sadness on sugar consumption. Journal of Business Research, 100, 130-138.