Rejection Is Good For Your Health: the Influence of Decision Strategy on Food and Drink Choices

Jane Machin, Virginia Polytechnic Institute and State University, USA
Yong Wan Park, Virginia Polytechnic Institute and State University, USA
The present research finds that consumers can be nudged towards healthier food and drink choices simply by altering their decision strategy. Five studies across a variety of food and drink choice situations demonstrate that asking “what do I not want?” versus asking “what do I want?” guides consumers to healthier dietary decisions. Support for a mediating process is also presented. Compared to selectors, rejecters spontaneously focus on health information relative to taste information, leading them to reject the less healthy alternatives.
[ to cite ]:
Jane Machin and Yong Wan Park (2010) ,"Rejection Is Good For Your Health: the Influence of Decision Strategy on Food and Drink Choices", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 73-76 .