Just seeing a salad on the menu can push some consumers to make a less healthy meal choice, new research has discovered. It’s an effect called “vicarious goal fulfillment”, in which a person can feel a goal has been met if they have taken some small action, like considering the salad without ordering it, said Gavan Fitzsimons – Professor of Marketing and Psychology at Duke University’s Fuqua School of Business, and leader of the research. In a lab experiment, participants... ...Read more »