Publications [#272608] of Gavan J. Fitzsimons

Journal Articles

1. Wilcox, K; Vallen, B; Block, L; Fitzsimons, GJ (2009). Vicarious goal fulfillment: When the mere presence of a healthy option leads to an ironically indulgent decision. Journal of Consumer Research, 36(3), 380-393. [doi]
   (last updated on 2026/01/14)

   Abstract:
   This research examines how consumers' food choices differ when healthy items are included in a choice set compared with when they are not available. Results demonstrate that individuals are, ironically, more likely to make indulgent food choices when a healthy item is available compared to when it is not available. The influence of the healthy item on indulgent choice is stronger for those with higher levels of self-control. Support is found for a goal-activation-based explanation for these findings, whereby the mere presence of the healthy food option vicariously fulfills nutrition-related goals and provides consumers with a license to indulge. © 2009 by JOURNAL OF CONSUMER RESEARCH, Inc.