Food Customization: How Decision Frame Influences Choice

Although prior research has examined the effect of choose versus reject decision frames on the ‘quantity’ of items selected, it has been surprisingly mute on the ‘quality’ of the choice. Across three studies, we show how decision frames impact the choice of healthy and unhealthy food items during food customization.


Anish Nagpal, Jing (Jill) Lei, and Adwait Khare (2012) ,"Food Customization: How Decision Frame Influences Choice", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 849-850.


Anish Nagpal, University of Melbourne, Australia
Jing (Jill) Lei, University of Melbourne, Australia
Adwait Khare, University of Texas at Arlington, USA


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


When Sharing Isn’t Caring: The Influence of Seeking the Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases

Nicholas J. Olson, Texas A&M University, USA
Rohini Ahluwalia, University of Minnesota, USA

Read More


F3. The Dark Side of Happy Brands: A Case Study of Newport Cigarette Advertising

Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada

Read More


The Slippery Slope of Green Consumption: The Nonlinear Effects of Social Class

Li YAN, Monash University, Australia
Hean Tat Keh, Monash University, Australia
Jiemiao Chen, Monash University, Australia

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.