Making Choices When Sequentially Encountering Healthy and Unhealthy Options: the Role of Sensory Mode of Evaluation

Dipayan Biswas, University of South Florida, USA
Courtney Szocs, University of South Florida, USA
Jeff Inman, University of Pittsburgh, USA
Four studies demonstrate that the sequence in which healthy and unhealthy foods are encountered and the sensory mode of evaluation influence choice. When visually evaluating products, a sequence of healthy-unhealthy (vs. unhealthy-healthy) foods leads to preference for the healthy item; the effects reverse when consumers sample (i.e., taste) the products.
[ to cite ]:
Dipayan Biswas, Courtney Szocs, and Jeff Inman (2014) ,"Making Choices When Sequentially Encountering Healthy and Unhealthy Options: the Role of Sensory Mode of Evaluation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 141-145.