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An assistant professor of marketing at the Sellinger School of Business and Management, Beth Vallen, Ph.D’s research paper was cited in the New York Times on April 5 and on Time.com, the online edition of Time Magazine, on April 22. Vallen was one of the four authors of the paper titled, “Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an Ironically Indulgent Decision.” Vallen explained some of their findings, saying, “For example, if a fast food chain lists a healthier option on the menu, customers are found to be even more likely to choose the more indulgent option.” The paper is scheduled to be published in the Journal of Consumer Research in October 2009.
To view the article, published April 5, 2009, click here (http://www.nytimes.com/2009/04/06/business/06drill.html?_r=2) .
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