| Abstract |
This paper uses a conceptual framework, the I 3 Model (pronounced the 'I-Cubed Model'), for understanding the influence of external and internal factors on eating behavior.According to the I 3 Model (Instigation, Impellance and Inhibition), three processes can explain how overeating can occur.This paper provides support for the I 3 Model through a field experiment and two laboratory experiments.The I 3 Model sheds light on the nature of overeating when a perfect storm arises in which instigation and impellance are strong and inhibition is weak.The identification of this perfectstorm condition suggests that consumers who are seeking to avoid overeating should attune themselves to both external and internal factors and avoid these conditions of the perfect storm.Such insight boosts theoretical understanding for the phenomenon of overeating and suggests further research into the effects of situational cues in overeating. |
| Authors |
Kenneth C. Herbst  , Mark Peterson  , Suman Kumar Saha
|
| Journal Info |
Georgia Southern University | Journal of Applied Marketing Theory , vol: 10
, iss: 1
, pages: 51 - 68
|
| Publication Date |
1/1/2023 |
| ISSN |
2151-3236 |
Type |
article |
| Open Access |
bronze
|
| DOI |
https://doi.org/10.20429/jamt.2023.100105 |
| Keywords |
Habit Formation (Score: 0.489138)
|
