Consumers select and prepare foods with higher amounts of sugar when experiencing sadness relative to when they feel guilt

The effects of guilt and sadness on sugar consumption. Sarah Lefebvre, Jonathan Hasford, Ze Wang. Journal of Business Research, Volume 100, July 2019, Pages 130-138. https://doi.org/10.1016/j.jbusres.2019.03.023

Abstract: This research examines how the discrete negative emotions of guilt and sadness impact individual preference for carbohydrates, specifically in the form of sugar. Using Cognitive Appraisal Theory and research in biological psychology, we identify how these two discrete emotions influence the release of cortisol, which impacts sugar preferences. The results of four studies indicate that consumers select and prepare foods with higher amounts of sugar when experiencing sadness relative to when they feel guilt. Implications for public policy as well as marketing practitioners are discussed.