Burger or yogurt? Indulgent consumption in impression management contexts

Cheng, Yin-Hui; Huang, Molly Chien-Jung; Chuang, Shih-Chieh; Ju, Ying Rung

doi:10.1002/ijop.12099

Cited by 12 publications

(8 citation statements)

References 25 publications

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“…, 2017). Meanwhile, Cheng et al. (2015) found that, if PSFA increased, consumers would seek less indulgent food.…”

Section: Methodsmentioning

confidence: 99%

“…Besides, previous research pointed that having power would boost self-focus attention (Moeini-Jazani et al, 2017). Meanwhile, Cheng et al (2015) found that, if PSFA increased, consumers would seek less indulgent food. Building on the above findings, PSFA might be the alternative mechanism by which the construal of power affected the healthy food preference, which would be excluded in study 2.…”

Section: Studymentioning

confidence: 99%

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How the construal of power impacts healthy food preference: the mediating role of self-discipline perception

Jiang

Sun²,

Li³

et al. 2022

APJML

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PurposeWith the improvement of consumers' health consciousness, healthy food has attracted great attention in daily consumption. Previous research into the sense of power often distinguishes it into high and low level, ignoring the impact of different construal of power on consumption behaviors. This article divides power into dual construal (responsibility vs opportunity) and aims to examine the differential impacts of the construal of power on healthy food preference.Design/methodology/approachTwo pretests and three formal experiments were conducted to examine the effect of the construal of power on the consumer's healthy food preference, the mediation of self-discipline perception and the moderation of the relative strength of prevention over promotion focus (i.e. RSPPF).FindingsResults indicate that individuals who construe power as responsibility (vs opportunity) exhibit higher self-discipline perception, which in turn leads to greater healthy food preference. However, the main effect above can be weakened among the low-power group. Moreover, the above mediating effect of self-discipline perception is stronger for individuals with higher RSPPF.Originality/valueFirst, based on the binary-construal perspective, this study refines the classification of high power and introduces it into the antecedent research of healthy food preference. Second, this paper reveals the self-discipline perception as the inner mechanism underlying the effect of the construal of power on healthy food preference, while RSPPF as the boundary condition for this mediating mechanism. Moreover, this research also provides practical implications for healthy food enterprises that the construal of power, self-discipline perception and regulatory focus should be taken into consideration in advertising design and healthy product promotion.

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“…, 2017). Meanwhile, Cheng et al. (2015) found that, if PSFA increased, consumers would seek less indulgent food.…”

Section: Methodsmentioning

confidence: 99%

Section: Studymentioning

confidence: 99%

How the construal of power impacts healthy food preference: the mediating role of self-discipline perception

Jiang

Sun²,

Li³

et al. 2022

APJML

View full text Add to dashboard Cite

show abstract

“…Resisting the temptation to consume delicious unhealthy food and choosing a less tasty healthy food instead tends to indicate an individual's strong self‐control (Tian et al, 2018). Additionally, research has found that consumers select indulgent food (unhealthy food) less when under public scrutiny from a willingness to project a positive social image (Cheng et al, 2015). Thus, we infer that the presence of a high‐powered other would activate the self‐enhancement motivation of a low‐powered person, and accordingly, the need to achieve a positive self‐image should encourage the low‐powered person to choose healthy over unhealthy foods.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The effect of the physical versus mental presence of a high‐powered person on consumers' healthy food choices

Huang

Xie

2023

J of Consumer Behaviour

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Consumers make distinct food choices when they see versus when they think about a powerful person. This research identifies two scenarios involving the presence of a high-powered other, physical presence versus mental presence, and examines the effect of the physical and mental presence of a high-powered other on consumers' healthy food choices. Conducting six experiments, we show that the physical presence of a high-powered other increases one's self-enhancement motivation and leads to healthier food choices, while the mental presence of a high-powered other increases one's perceived constraints and leads to unhealthy food choices. We also find that interpersonal closeness moderates the positive effect of the physical presence of a high-powered other on healthy food choices but does not moderate the negative effect of the mental presence of a high-powered other on healthy food choices.

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“…Impression management is defined as the 'attempt to control images that are projected in real or imagined social interactions' (Schlenker, 1980, p. 6). For example, in the public consumption environment (conspicuous consumption), people are careful about which products or brands they use and which types of food they eat in public (Cheng, Huang, Chuang, & Ju, 2015). Their consumption behaviour (e.g., usage of luxury goods) is directed by the yearning for a favourable image or impression among the social groups (Kang & Park, 2016).…”

Section: Impression Managementmentioning

confidence: 99%

“…There is evidence to suggest that there is a relationship between content valence and impression management. Impression management is a conscious or subconscious process in which users attempt to influence the perception of others about themselves or an object or an event (Cheng et al, 2015). So in today's social media environment, users consume media to establish their identity and enhance their impression (Ellison et al, 2006).…”

Section: Theoretical Modelmentioning

confidence: 99%

How Content Valence and Online Impression Influence Goal Achievement in Social Media Environment?

Mishra

Maheswarappa

2018

Global Business Review

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Globally, users are sharing content on social networking sites (SNS) to signal their preferences and to build a positive online reputation. Using the approach and avoidance motivation theory, we examine the relationship among online impression, guilt and valence of shared content on SNS. Two experiments were conducted to test the conceptual model. The findings indicate that people prefer sharing positive content over negative content. Also, negative content induces guilt and affects the online impression and motivations to achieve desired goals. Therefore, social media marketers can use distinct valence of content to help consumers to achieve their goals effectively, especially in the fields of health care and education. The results suggest that avoidance motivation is more effective than approach motivation for achieving the goal of a positive online image.

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Burger or yogurt? Indulgent consumption in impression management contexts

Cited by 12 publications

References 25 publications

How the construal of power impacts healthy food preference: the mediating role of self-discipline perception

How the construal of power impacts healthy food preference: the mediating role of self-discipline perception

The effect of the physical versus mental presence of a high‐powered person on consumers' healthy food choices

How Content Valence and Online Impression Influence Goal Achievement in Social Media Environment?

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