Eating Cakes Is Not Conducive To Weight Loss?

Vice consumption could increase the perceived discrepancy between current goal progress level and the expected level,and a function of perceived discrepancy could motivate consumers to pursue a goal.Thus we may expect that vice consumption would increase consumers’ motivation to pursue the goal which in turn has positive impact on their focal goal attainment(e.g.,lose weight).We demonstrated this proposition in three studies.Study 1 showed the existence of the positive impact of vice consumption.Study 2 replicated this result and demonstrated that perceived discrepancy was the mediator.In study 3,we used a 2(autonomy in food choice: high vs.low)* 1(vice consumption)between-subject design and a control group to exclude an alternative explanation.The results of this study can be applied to health management,self-regulation and business management.