Busyness is prevalent for modern consumers, but there is limited understanding of how it affects consumers’ food-related responses. The current research addresses this knowledge gap by proposing that subjective busyness has a varying impact on consumers’ responses to indulgent food, depending on their sense of power. Through two studies, we find that powerless (vs. powerful) consumers respond more favorably to indulgent food when busy. Study 1 explores the proposed effect by measuring participants’ busyness and power. Study 2 uses a priming task to induce incidental busyness and shows that powerless (vs. powerful) consumers tend to engage in affective (vs. cognitive) information processing to make indulgent food choices. Our study offers valuable practical implications for public policymakers, food marketers, and consumers to respond to the prevailing busyness.

中文翻译：

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太忙而无法（失去）控制？忙碌和权力感对消费者食物反应的影响

对于现代消费者来说，忙碌是普遍现象，但人们对它如何影响消费者与食品相关的反应的了解有限。目前的研究解决了这一知识差距，提出主观忙碌程度对消费者对放纵食物的反应有不同的影响，具体取决于他们的权力感。通过两项研究，我们发现，无权（相对于有权力）的消费者在忙碌时对纵享美食的反应更积极。研究 1 通过测量参与者的忙碌程度和权力来探讨所提出的效果。研究 2 使用启动任务来诱导偶然的忙碌，并表明无权力（相对于强大）的消费者倾向于进行情感（相对于认知）信息处理来做出放纵的食物选择。我们的研究为公共政策制定者、食品营销人员和消费者应对当前的忙碌提供了宝贵的实际意义。