What You Paid Then Affects What You Eat Now: the Effect of Healthy Food Prices on Subsequent Food Decisions

In this research we examine the effect of healthy food prices on consumers’ subsequent food choices. We show that the high (vs. low)-price of healthy food more likely leads to healthy choices in consecutive (vs. delayed) decisions for consumers who are more (vs. less) health-conscious.



Citation:

Ying Jiang and Jing Lei (2013) ,"What You Paid Then Affects What You Eat Now: the Effect of Healthy Food Prices on Subsequent Food Decisions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Ying Jiang, University of Ontario Institute of Technology, Canada
Jing Lei, The University of Melbourne, Australia



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

J6. Cozying up to the Kardashians: A Theory for Consumers' Affinity towards Celebrity Gossip

Jayant Nasa, Indian School of Business
Tanuka Ghoshal, Baruch College, USA
Raj Raghunathan, University of Texas at Austin, USA

Read More

Featured

Green Experiences: Using Green Products Improves the Accompanying Consumption Experience

Ali Tezer, HEC Montreal, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Featured

The Psychology of Fun: Inquiry into Consumers' Fun Experiences

Travis Tae Oh, Columbia University, USA
Michel Tuan Pham, Columbia University, USA

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.