Carrots By Default: Are Healthy Defaults a Blessing Or a Curse?

Helen Colby, UCLA, Anderson School of Management, USA
Meng Li, University of Colorado, Denver, USA
Gretchen Chapman, Rutgers University, USA
Offering a healthy food default reduces calorie consumption, but can have unitended negative consequences. Such healthy defaults negatively impact sales totals and reduce customers’ intentions to return, as both customers who prefer healthy and unhealthy food feel more virtuous in unhealthy default environments and prefer to return to such restaurants.
[ to cite ]:
Helen Colby, Meng Li, and Gretchen Chapman (2014) ,"Carrots By Default: Are Healthy Defaults a Blessing Or a Curse?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 439-442.