The Bad Taste of Healthy Food Discounts

Iina Ikonen, Aylin Aydinli, Peeter W.J. Verlegh

Research output: Contribution to conferencePaperpeer-review


To understand why existing research has found price promotions less effective in healthy food categories (in comparison to unhealthy categories), we study the impact of price promotions on the tastiness perceptions of healthy food products.
Original languageEnglish
Publication statusPublished - 2019
EventMarketing & Public Policy Conference - Washington, D.C., USA United States
Duration: 6 Jun 20198 Jun 2019


ConferenceMarketing & Public Policy Conference
Abbreviated titleMPPC
Country/TerritoryUSA United States
CityWashington, D.C.


  • Healthy food
  • Price discounts
  • Tastiness


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