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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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