9-A: “I Reward Myself With Salad!” Framing Healthy Food Option As a Reward Increases Purchasing Intention

Luxi Chai, University of Kansas, USA
Marija Grishin , University of Kansas, USA
The current research examines the impact of gratification-enhancing framing on healthy food-related decision making by demonstrating that framing the healthy (vs. unhealthy) food option as a reward increases the rewarding feeling and purchase intention.
[ to cite ]:
Luxi Chai and Marija Grishin (2017) ,"9-A: “I Reward Myself With Salad!” Framing Healthy Food Option As a Reward Increases Purchasing Intention", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1018-1018.