Healthy Diets and Empty Wallets: the Healthy=Expensive Intuition

The authors propose that consumers believe that healthier food is more expensive than less healthy food. Through the course of five studies, we examine consumer intuitions about the relationship between healthiness and the price of food items, demonstrating the nature, strength, and implications of this healthy = expensive intuition.



Citation:

Kelly Haws, Rebecca Reczek, and Kevin Sample (2016) ,"Healthy Diets and Empty Wallets: the Healthy=Expensive Intuition", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 53-58.

Authors

Kelly Haws, Vanderbilt University, USA
Rebecca Reczek, Ohio State University, USA
Kevin Sample, University of Georgia, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

Dehumanization: Coping with Embarrassment in Consumer Purchases

Yixia Sun, Zhejiang University
Xuehua Wang, East China Normal University
Joey Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada

Read More

Featured

Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

Read More

Featured

Feature A Benefactor or A Victim? How Charity Appeals with Different Protagonist Foci Affect Donation Behavior

Bingqing (Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, 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.