We are pleased to invite you to the online research seminar held by the Center of Expertize in Economics.
Presenter: Živilė Kaminskienė, junior researcher.
Date and time: 31 January 2022, 15:00-16.00
Title: “Fixing our Reflected Failure: Negative In-group Exemplars Promote Healthy Consumer Decision-Making“
The presentation will be based on the latest research on consumer behavior in making health-related decisions.
Venue: Online, MS Teams platform (Click here to join)
Working language: seminar will be held in English. Discussion language will depend on the audience.
Abstract: Prior literature has provided evidence that being exposed to negative exemplars may increase the desire to distance from the target group’s behavior. In three experiments, we take these notions to the food consumption domain and show that seeing negative in-group exemplars promotes healthier eating behavior via the novel and previously unstudied process of correcting. Importantly, we show that it matters greatly who is performing the negative behavior. More specifically, the positive effect of such negative behavior is more pronounced when it is performed by members of one’s in-group (as opposed to out-group) and when consumers are in an impression management context – public (vs. private) eating situation. Thus, reminding of negative in-group consumption habits can nudge consumers towards healthier eating.