‘Does This Tax Make Me Look Fat?’: Using Stigma-Inducing Labels to Decrease Unhealthy Food Consumption

Avni Shah, Duke University, USA
Jim Bettman, Duke University, USA
Punam Anand Keller, Dartmouth College, USA
Peter Ubel, Duke University, USA
One field experiment and two lab experiments examine the effectiveness of economic and stigma-inducing interventions on unhealthy food choice and consumption. Stigma-inducing signals proved superior to economic interventions alone (e.g., ‘unhealthy’ label versus 17.5% Value-Added-Tax). Gender and dining partner moderate this effect while self-construal differences mediate these results.
[ to cite ]:
Avni Shah, Jim Bettman, Punam Anand Keller, and Peter Ubel (2013) ,"‘Does This Tax Make Me Look Fat?’: Using Stigma-Inducing Labels to Decrease Unhealthy Food Consumption", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.