TY  - GEN
AU  - Du, Jiangang
AU  - Zheng, Qiuying
AU  - Hui, Michael K.
AU  - Fan, Xiucheng
SN  - 1520-6793
AU  - Du, Jiangang
AU  - Zheng, Qiuying
AU  - Hui, Michael K.
AU  - Fan, Xiucheng
LA  - eng
CN  - ENP-b8c85a25-b3b3-4909-b97e-7c99e33ce228
TI  - Can fear be eaten? The emotional outcomes of consuming frightening foods or drinks
PY  - 2019
AB  - This paper examines the emotional effects of consuming frightening foods or drinks. We argue that in addition to maintaining energy homeostasis and attaining pleasure, a third possible benefit of eating is the enhancement of perceived mastery over that which is eaten. Hence, the intake of frightening foods or drinks should increase a consumer's self-confidence in dealing with fear. The findings of our three experimental studies confirm our counterintuitive predictions, namely that consuming frightening (vs. nonfrightening) foods or drinks leads to a significant reduction of fears arising from prior experiences of frightening activities and a significant increase in tolerance of prospective frightening activities. In addition, self-confidence in dealing with fear is shown to significantly mediate the predicted effects of consuming frightening foods or drinks.
ER  -