Minty Fresh! Absolving Dieters of their Consumption Sins

This research contributes to the emerging interest in food morality by exploring preference for and effects of a particular flavor (mint) on consumption behavior. More specifically, we examine how refreshing oronasal properties specific (i.e., mint) systematically influence consumer preferences choice Across pilot two studies, show that mint can help dieters wash away guilt associated with “taboo” foods. We found tended prefer foods such as chocolate cookies (study 1) when they were mint-flavored. Further, after having consumed taboo chocolate, more likely mint- (vs. berry- or cinnamon-) flavored oral freshener 2). also provide marketers public policy makers new insights into certain consumers dieters) evaluate mint-flavored products.