The Bad Taste of Healthy Food Discounts

With increasing obesity rates, price discounts are one strategy to increase healthy consumption, but research suggest their effect on sales of healthy items is limited. Through four experiments, we offer a potential explanation: discounts can 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 (2019) ,"The Bad Taste of Healthy Food Discounts", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 652-655.

Authors

Iina Ikonen, Vrije Universiteit Amsterdam, The Netherlands
Aylin Aydinli, Vrije Universiteit Amsterdam, The Netherlands
Peeter Verlegh, Vrije Universiteit Amsterdam, The Netherlands



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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