...Nadav Goldschmied; Caiti McDaniel; Veronica Ramirez In two conceptual replication studies participants sampled two ostensibly different products, representing either an “underdog” or “favorite” brands, while in reality sampling identical items. In Study 1, participants tasting chocolate preferred...

... 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...