Trading Off Health For Thrift in a Supersized World

Kelly L. Haws, Texas A&M University, USA
Karen Page Winterich, Pennsylvania State University, USA
This research reveals that supersized pricing strategies can cause consumers to experience a conflict between thrift and health goals, with consumers trading off health for thrift and purchasing larger sizes relative to linear pricing, leading to increased consumption. Situational health goal salience can prevent a tradeoff of health for thrift.
[ to cite ]:
Kelly L. Haws and Karen Page Winterich (2012) ,"Trading Off Health For Thrift in a Supersized World", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 735-736.