Judge Me For What I Eat : When Consumers Use Low-Calorie Labels For Signaling

Ga-Eun Grace OH, Young Eun HUH

Research output: Book Chapters | Papers in Conference ProceedingsConference (Extended Abstracts)peer-review


We examine how low-calorie labels are used for impression management. Across six studies, we found that consumers strategically choose low-calorie labeled food when they are motivated to impress others. This is due to the belief that choosing low-calorie foods reflects one’s competence.
Original languageEnglish
Title of host publicationNA - Advances in Consumer Research
EditorsPage MOREAU, Stefano PUNTONI
Place of PublicationDuluth, Minnesota
PublisherAssociation for Consumer Research
Number of pages2
ISBN (Print)9780915552245
Publication statusPublished - 2016
Externally publishedYes
EventAssociation for Consumer Research Conference 2016 - Maritim Hotel, Berlin, Germany
Duration: 27 Oct 201630 Oct 2016


ConferenceAssociation for Consumer Research Conference 2016
Other47th Annual Conference of the Association for Consumer Research


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