This dissertation explores conditions under which food messages backfire among consumers leading them to engage in behaviors that are opposite to what was intended by the messages. The first essay shows when and how food-related warnings can backfire by putting consumers in a state of reactance. Across three studies, I demonstrate that dieters (but not nondieters) who see a one-sided message focusing on the negative aspects of unhealthy food (vs. a one-sided positive or neutral message) increase their desire for and consumption of unhealthy foods.
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- Partial requirement for: Ph.D., Arizona State University, 2016Note typethesis
- Includes bibliographical references (pages 66-74)Note typebibliography
- Field of study: Business administration