The Bad Taste of Healthy Food Discounts

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

Research output: Contribution to conferencePaperpeer-review


With increasing obesity rates, price discounts are one strategy to increase healthy consumption, but research suggest their effect on sales of healthy items is limited. Through four experiments, we offer a potential explanation: discounts can lower the pre-purchase tastiness perceptions of healthy foods by increasing reliance on the unhealthy=tasty intuition.
Original languageEnglish
Publication statusPublished - 2019
EventAssociation for Consumer Research - Atlanta, USA United States
Duration: 17 Oct 201919 Oct 2019


ConferenceAssociation for Consumer Research
Abbreviated titleACR
Country/TerritoryUSA United States


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