How Variety in Flavors Within Indulgent and Healthy Food Options Affects Perceived Healthiness and Preference For Promotion Types

Elke Huyghe, Ghent University, Belgium
Maggie Geuens, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
We find evidence that participants perceive variety as healthier than no variety for healthy products, while the opposite is true for indulgent products. Consumers also prefer a discount for an indulgent food option with variety and a bonus pack for a healthy food option with variety.
[ to cite ]:
Elke Huyghe, Maggie Geuens, and Iris Vermeir (2013) ,"How Variety in Flavors Within Indulgent and Healthy Food Options Affects Perceived Healthiness and Preference For Promotion Types", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.