Eda Sayin

1 Introduction Unhealthy diets driven by changing lifestyles and mass consumerism pose significant risks to public health. It is estimated that over one billion people worldwide are obese due to excessive consumption of food high in fat, sugar, and salt (WHO 2022). Various factors influence consumers’ food behaviors, including lifestyle, social norms, attitudes, cultural upbringing, and food-related knowledge (Ganglbauer et al. 2013).

Ayuda Buscar en la ayuda Buscar en la ayuda The impact of individual differences in the holistic-analytic thinking style and product incongruences on word of mouth Autores: David Santos, Eda Sayin, Blanca Requero Localización: International Journal of Social Psychology, Revista de Psicología Social, ISSN-e 1579-3680, ISSN 0213-4748, Vol. 39, Nº 2, 2024, págs.

1 INTRODUCTION The marketplace is saturated with self-promoting advertisements like Disneyland's “Happiest place on Earth.” However, certain brands occasionally deviate from this norm and deliberately accentuate their shortcomings. The 1965 Volkswagen advertisement stating, “If you can sell her on this, you can sell her on anything,” Listerine's “The taste people hate. Twice a day,” and Oatly's “This tastes like sh*t! Blah!” illustrate how brands employ self-deprecation in their advertisements.