C2. the Bad Taste of Healthy Food Discounts

Price promotions have often been suggested as a way to increase healthy consumption, but research suggests they may be less effective in healthy food categories. Through four experiments, we offer a potential explanation: they lower the pre-purchase tastiness perceptions of healthy foods by increasing reliance on the unhealthy=tasty intuition.

Citation:

Iina Ikonen, Aylin Aydinli, and Peeter Verlegh (2018) ,"C2. the Bad Taste of Healthy Food Discounts", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 911-911.