Can We Help Consumers Make Healthier Food Choices? the Role of Product Associations

Juliano Laran, University of Miami, USA
Marcus Cunha Jr, University of Washington, USA
We propose an associative mechanism in which shared food items acquire weak association with the second food pairing and distinct food items acquire a strong association with the second pairing. Four experiments show that this mechanism robustly explains consumer choices healthy versus unhealthy food pairings.
[ to cite ]:
Juliano Laran and Marcus Cunha Jr (2011) ,"Can We Help Consumers Make Healthier Food Choices? the Role of Product Associations", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.