Consumer well-being and transformative research. As
Calder, Philips, and Tybout (1981) advocate, theory-based
interventions provide a sound basis for translating theoretical
explanations into change programs. Prior studies
have investigated pledges and incentives to encourage
healthier eating (Raju, Rajagopal, and Gilbride 2010). Our
training program suggests that consumer educational programs
should reconsider their current emphasis on communicating
factual information, such as nutrition labels,
and instead stimulate experience-based learning that incorporates
EA. Our EA training provides such a program,
offering a means for consumers to gain control of their
unhealthy eating habits by processing less heuristically
and becoming more mindful of their emotions and food
choices.