Editor's Page: Loose Ends at Summer Solstice

Published Monday, June 01, 2009

I am always intrigued when I read of studies that point out some of the oddities of human eating behavior. One that was cited in The New York Times recently was so counter-intuitive that I had to look up the original citation. It was electronically published by the Journal of Consumer Research in April with the somewhat off-putting title, “Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an Ironically Indulgent Decision.” The researchers looked at how customer choices change when different sets of items appear on the menu. “Results demonstrate ...

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