Credit Cards and Calories Consumed

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A new study in the Journal
of Consumer Research
reveals those who pay for their groceries with a credit or
debit card are more likely to purchase junk food and sugary sweets.

framework behind the study, which examined 1,000 households over a six month
period, purported that though unhealthy food purchases can stem from lack of
information or false beliefs, the most influential cause for the evil stuff (or
heavenly, depending on your perspective) is impulsive behavior.

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According to
the report, "When in a reflective frame of mind most people would want to
minimize their consumption of food items that they consider to be unhealthy.
However, their purchase decisions are not always based on such deliberative
thinking. When consumers encounter vice products-such as cookies, cakes, and
pies-the emotive imagery and associated desire trigger impulsive purchase
decisions. "

But why don't we have the
same urges when we're using greenbacks as we do when we're using plastic? The researchers
concluded that when you're paying with cash, you tend to curb impulses and are
more likely to buy only the necessarily essentials. Whereas using a credit card
(or debit card) is more akin to paying with Monopoly money. You don't feel the
financial impact as greatly, and therefore succumb to more impulsive decisions.

Our conclusion? If you are
home eating those doughnuts you purchased with your credit card, while reading
your credit card statement, you might feel remorse. Though, on second thought,
eating doughnuts while reading your credit card statement can provide some feeling
of comfort.

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