The Bad Taste of Healthy Food Discounts

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

The Bad Taste of Healthy Food Discounts

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

Management

Research output: Contribution to conference › Paper › peer-review

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
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
Abbreviated title	ACR
Country	USA United States
City	Atlanta
Period	17/10/19 → 19/10/19

Access to Document

https://www.acrwebsite.org/volumes/2551272/volumes/v47/NA-47

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title = "The Bad Taste of Healthy Food Discounts",

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.",

author = "Iina Ikonen and Aylin Aydinli and Verlegh, {Peeter W.J.}",

year = "2019",

language = "English",

note = "Association for Consumer Research, ACR ; Conference date: 17-10-2019 Through 19-10-2019",

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TY - CONF

T1 - The Bad Taste of Healthy Food Discounts

AU - Ikonen, Iina

AU - Aydinli, Aylin

AU - Verlegh, Peeter W.J.

PY - 2019

Y1 - 2019

N2 - 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.

AB - 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.

M3 - Paper

T2 - Association for Consumer Research

Y2 - 17 October 2019 through 19 October 2019

ER -