Abstract
In daily life, people are often exposed to food temptations, such as ads for chocolate or friends offering cookies. This article examines how consumers respond to such food temptations. We investigate whether food temptations, differing in strength (weak vs. strong), lead consumers to eat more or rather help them in exerting self-control. The results of three experiments suggest that weak food temptations activate food-related thoughts, and lead to overconsumption. Strong food temptations, on the other hand, inhibit this desire to eat, and help consumers to control their food-intake.
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