What You Paid Then Affects What You Eat Now: the Effect of Healthy Food Prices on Subsequent Food Decisions

Ying Jiang, University of Ontario Institute of Technology, Canada
Jing Lei, The University of Melbourne, Australia
In this research we examine the effect of healthy food prices on consumers’ subsequent food choices. We show that the high (vs. low)-price of healthy food more likely leads to healthy choices in consecutive (vs. delayed) decisions for consumers who are more (vs. less) health-conscious.
[ to cite ]:
Ying Jiang and Jing Lei (2013) ,"What You Paid Then Affects What You Eat Now: the Effect of Healthy Food Prices on Subsequent Food Decisions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.