Anticipated guilt and pleasure in a healthy food consumption context |
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Institution: | 1. Department of Finance, National Chung Cheng University, Chia-Yi, Taiwan, ROC;2. School of Hospitality Business Management, Washington State University, Pullman, WA 99164-4742, USA;3. Department of Finance, Chang Jung Christian University, Tainan, Taiwan, ROC;1. The Hong Kong Polytechnic University, School of Hotel and Tourism Management, 17 Science Museum Road, TST East, Kowloon, Hong Kong;2. Antai College of Economics and Management, Shanghai Jiao Tong University, 535 Fa Hua Zhen Road, Shanghai 200052, China;1. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST-East, Kowloon, Hong Kong Special Administrative Region;2. School of Management, Harbin Institute of Technology, 92 Xidazhi Street, Harbin 150001, PR China;1. University of Castilla-La Mancha, Cobertizo San Pedro Mártir s/n, 45071 Toledo, Spain;2. Universidad Autónoma de Chile, Santiago, Chile |
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Abstract: | Recognizing the increasing importance of healthiness in food-related businesses, this study attempted to investigate the role of consumers’ affective responses in a healthy food consumption context. To achieve its objectives, this study incorporated anticipated emotional constructs in a decision-making model and investigated the relationships among perceived healthiness, anticipated guilt and pleasure, and behavioral intentions (e.g., purchase, spreading positive word-of-mouth, and recommending the food) in a quick service restaurant setting. The results of this study suggest that anticipated pleasure positively influenced behavioral intentions and mediated the relationship between perceived healthiness and behavioral intentions, whereas anticipated guilt did not influence behavioral intentions. Additionally, this study investigated the moderating role of dietary concerns in consumers’ decision-making processes and found that the low dietary concerns group was more susceptible to anticipated pleasure compared to the high dietary concerns group. Further findings and implications are provided in the main body of the paper. |
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Keywords: | Anticipated emotion Anticipated guilt and pleasure Affective response Perceived healthiness Healthy food Dietary concerns |
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