Mchealthy: How Frequent Dining Programs Increase Healthy Eating Intentions

Elisa Chan, Cornell University, USA
Brian Wansink, Cornell University, USA
The current study examines the temporal difference elicited by two common promotions (i.e. points and discount). Results show that by alternating the time horizon of its promotional offer, intention to choose a healthy food (i.e. salad) over a more appetitive one (i.e. fries) is significantly increased. Interestingly, these results are most prominent for fast food patrons and hedonists (i.e. those more likely to be heavy fast foods users).
[ to cite ]:
Elisa Chan and Brian Wansink (2011) ,"Mchealthy: How Frequent Dining Programs Increase Healthy Eating Intentions ", 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: 645-646.