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A team of marketing researchers, including University of Wisconsin Oshkosh associate professor Melissa Bublitz, explored the effects of using conceptional metaphors like “love is sweet” in marketing on consumers’ consumption of sweets.

The study, “A Sweet Romance: Assimilation and Contrast Effects on Romantic Stimuli on the Consumption of Sweets,” was published in the May 2018 issue of the Journal of Consumer Research.

As Valentine’s Day approaches, check out the video to learn more about resisting the temptation of sweets:

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