We are where we eat: How consumption contexts induce (un)healthful eating for stigmatized overweight consumers

Abstract Increasing obesity rates and public stigmatization of overweight individuals have drawn attention to the need to identify factors that influence consumers' choices to eat healthful or unhealthful foods. The authors of this paper conduct three empirical studies (using stigma manipulation in studies 1 and 2) to test when and why stigmatized overweight consumers are likely to eat more (un)healthful foods. The results suggest that stigmatized overweight individuals consume more calories from healthful foods in public contexts to repair their social identity, but consume more calories from unhealthful foods in private contexts to repair their affect. Consequently, stigmatized overweight consumers end up eating more calories altogether regardless of consumption contexts. The findings are important for marketers and policymakers to improve overall health and wellbeing, especially for overweight consumers.