Burger or yogurt? Indulgent consumption in impression management contexts

Area of Science:

• Consumer Psychology
• Social Psychology
• Behavioral Economics

Background:

• Impression management influences decision-making.
• Understanding factors affecting indulgent choices is crucial for public health and marketing.

Purpose of the Study:

• To investigate how impression management affects indulgent choices.
• To examine the moderating roles of self-consciousness and self-awareness.

Main Methods:

• Three studies were conducted using public-private manipulation and evaluation.
• Participants' choices were observed in contexts with and without impression management.
• Self-consciousness and self-awareness were measured as potential moderators.

Main Results:

• Participants exhibited less indulgent behavior under public scrutiny due to impression management.
• Self-consciousness and self-awareness moderated the effect of impression management on choices.
• Individuals adjusted their choices to manage social perceptions, often opting for healthier alternatives.

Conclusions:

• Impression management significantly reduces indulgent choices.
• Social evaluation and individual self-perceptions play a key role in dietary decisions.
• Findings suggest strategies for promoting healthier eating habits in public settings.