The Effects of Assortment Organization and Labeling on Healthy Choice: the Scoop From an Ice Cream Store Experiment

Ralf van der Lans, Hong Kong University of Science and Technology, Hong Kong, China
Anirban Mukhopadhyay, Hong Kong University of Science and Technology, Hong Kong, China
Ashley Y. H. To, Hong Kong University of Science and Technology, Hong Kong, China
Environmental cues can have strong effects on people’s decisions. In a two-phase field experiment conducted at an ice-cream store, we investigate the impact of categorization and traffic light labeling on choice. Results show that organizing the assortment and labeling the flavors in specific ways shift consumers’ choices towards healthy options.
[ to cite ]:
Ralf van der Lans, Anirban Mukhopadhyay, and Ashley Y. H. To (2013) ,"The Effects of Assortment Organization and Labeling on Healthy Choice: the Scoop From an Ice Cream Store Experiment", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.