MCS 3600 Study Guide - Final Guide: Chocolate Chip Cookie, Chocolate Cake, Resource Depletion

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3600
• Professor: Sungwan Yi

Document Summary

Article 7: categorization effects in value judgments: averaging bias in evaluating. Virtues: options that are consistent with long-term self-control goals but do not necessarily offer immediate gratification (ex. Vices: options that are consistent with short-term goals of immediate gratification but are inconsistent with longer-term self-control goals (ex. Averaging bias (underestimation effect): combination of vice + virtue has lower calorie estimations than a vice alone. Subconsciously averaging the overall calories within meal components vs. adding them together individually. A meal comprising both virtue and nice items, consumers tend to under estimate its calorie content such that they perceive the combined meal as having fewer calories than the indulgent (vice) item alone. Study 1: 188 respondents were randomly assigned one of three conditions and asked to estimate calorie content (vice hamburger, vice. + virtue hamburger and broccoli salad, vice + vice hamburger and chocolate chip cookie)