The Healthy = Expensive Intuition: Why Perceptions That Healthy Eating Costs More Can Be So Costly

Kelly Haws, Vanderbilt University, USA
Kevin Sample, University of Georgia, USA
Rebecca Walker Reczek, The Ohio State University, USA
A variety of considerations impact food decision making. We examine consumer intuitions about the relationship between healthiness and the price of food items, demonstrating the nature, strength, and implications of the healthy = expensive intuition in a series of studies.
[ to cite ]:
Kelly Haws, Kevin Sample, and Rebecca Walker Reczek (2014) ,"The Healthy = Expensive Intuition: Why Perceptions That Healthy Eating Costs More Can Be So Costly", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 786-786.