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Keywords: Functional food
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Journal Articles
Journal:
Journal of Marketing Behavior
Journal of Marketing Behavior (2017) 2 (4): 291–298.
Published: 13 April 2017
... by introducing a novel effect of licensing on the intensity of subsequent hedonic experience. Our study reveals that, following virtuous consumption behavior (i.e., eating a functional food), the experienced intensity of subsequent hedonic consumption (i.e., pleasurable taste) may be heightened. Furthermore...
