title: More Similar but Less Satisfying: Comparing Preferences for and the Efficacy of Within- and Cross-Category Substitutes for Food.
abstract: When people cannot get what they want, they often satisfy their desire by consuming a substitute. Substitutes can originate from within the taxonomic category of the desired stimulus (i.e., within-category substitutes) or from a different taxonomic category that serves the same basic goal (i.e., cross-category substitutes). Both a store-brand chocolate (within-category substitute) and a granola bar (cross-category substitute), for example, can serve as substitutes for gourmet chocolate. Here, we found that people believe that within-category substitutes, which are more similar to desired stimuli, will more effectively satisfy their cravings than will cross-category substitutes (Experiments 1, 2a, and 2b). However, because within-category substitutes are more similar than cross-category substitutes to desired stimuli, they are more likely to evoke an unanticipated negative contrast effect. As a result, unless substitutes are equivalent in quality to the desired stimulus, cross-category substitutes more effectively satisfy cravings for the desired stimulus (Experiments 3 and 4).
authors.affiliation: Department of Marketing, School of Business and Management, Hong Kong University of Science and Technology younghuh@ust.hk.
authors.forename: Young Eun
authors.initials: YE
authors.lastname: Huh
authors.affiliation: Department of Marketing, Bocconi University.
authors.forename: Joachim
authors.initials: J
authors.lastname: Vosgerau
authors.affiliation: Department of Marketing, Questrom School of Business, Boston University.
authors.forename: Carey K
authors.initials: CK
authors.lastname: Morewedge
mesh_terms: D000328:Adult; D002755:Choice Behavior / Q000502:physiology*; D005260:Female; D005518:Food Preferences; D006801:Humans; D008297:Male
keywords: categorization; contrast effect; open data; open materials; preferences; satiation; substitution