Partitioned Grocery Carts: How Assortment Allocation Cues Can Increase Fruit and Vegetable Purchases

Brian Wansink, Cornell University, USA
Dilip Soman, University of Toronto, Canada
Kenneth Herbst, Wake Forest University, USA
Collin Payne, New Mexico State University, USA
How can distracted shoppers be prompted to develop healthier shopping habits that can be profitable to grocery stores? Building on social norm and mental accounting theories, we show that shoppers purchase fruits and vegetables in proportion to the size of the recommended partition. Further, these effects are exaggerated for large families and diminished when shoppers are distracted.
[ to cite ]:
Brian Wansink, Dilip Soman, Kenneth Herbst, and Collin Payne (2011) ,"Partitioned Grocery Carts: How Assortment Allocation Cues Can Increase Fruit and Vegetable Purchases", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 95.