‘Does This Tax Make Me Look Fat?’: Using Stigma-Inducing Labels to Decrease Unhealthy Food Consumption

One field experiment and two lab experiments examine the effectiveness of economic and stigma-inducing interventions on unhealthy food choice and consumption. Stigma-inducing signals proved superior to economic interventions alone (e.g., ‘unhealthy’ label versus 17.5% Value-Added-Tax). Gender and dining partner moderate this effect while self-construal differences mediate these results.


Avni Shah, Jim Bettman, Punam Anand Keller, and Peter Ubel (2013) ,"‘Does This Tax Make Me Look Fat?’: Using Stigma-Inducing Labels to Decrease Unhealthy Food Consumption", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Avni Shah, Duke University, USA
Jim Bettman, Duke University, USA
Punam Anand Keller, Dartmouth College, USA
Peter Ubel, Duke University, USA


NA - Advances in Consumer Research Volume 41 | 2013

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