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.
|Publication status||Published - 2019|
|Event||Association for Consumer Research - Atlanta, USA United States|
Duration: 17 Oct 2019 → 19 Oct 2019
|Conference||Association for Consumer Research|
|Country/Territory||USA United States|
|Period||17/10/19 → 19/10/19|