Food Customization: How Decision Frame Influences Choice

Anish Nagpal, University of Melbourne, Australia
Jing (Jill) Lei, University of Melbourne, Australia
Adwait Khare, University of Texas at Arlington, USA
Although prior research has examined the effect of choose versus reject decision frames on the ‘quantity’ of items selected, it has been surprisingly mute on the ‘quality’ of the choice. Across three studies, we show how decision frames impact the choice of healthy and unhealthy food items during food customization.
[ to cite ]:
Anish Nagpal, Jing (Jill) Lei, and Adwait Khare (2012) ,"Food Customization: How Decision Frame Influences Choice", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 849-850.