Abstract
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 language | English |
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Publication status | Published - 2019 |
Event | Association for Consumer Research - Atlanta, USA United States Duration: 17 Oct 2019 → 19 Oct 2019 |
Conference
Conference | Association for Consumer Research |
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Abbreviated title | ACR |
Country | USA United States |
City | Atlanta |
Period | 17/10/19 → 19/10/19 |