The "Healthy=Lighter" Heuristic
This article provides evidence for the healthy=lighter heuristic by showing that people infer healthier food to weight lighter than normal or unhealthy food. In the meantime, people also use weight as a cue to signal products’ healthiness: lighter products are more likely to contain healthier ingredients compared to heavy products.
Nico Heuvinck, Yi Li, and Mario Pandelaere (2018) ,"The "Healthy=Lighter" Heuristic", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 593-593.
Nico Heuvinck, IESEG School of Management
Yi Li, Macquarie University
Mario Pandelaere, Virginia Tech, USA
NA - Advances in Consumer Research Volume 46 | 2018
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Karthik Selvanayagam, Indian Institute of Technology, Madras
Varisha Rehman, Indian Institute of Technology, Madras
The Impact of Anthropomorphized Cute Brands on Consumer Preferences for Distinctive and Majority-Endorsed Products
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Nevena T Koukova, Lehigh University
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