Feeling guilty or ashamed? Think about your emotions before you shop

Tuesday, October 14, 2014 - 12:31 in Psychology & Sociology

Suppose you grabbed a few cookies before heading out to the grocery store and start to feel guilty or ashamed about breaking your diet. According to a new study in the Journal of Consumer Research, feeling guilty might find you comparing calories in different cartons of ice cream. Feeling ashamed might keep you from buying any ice cream in the first place.

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