Evaluation Mode Affects Choice of Healthy and Unhealthy Food: the Role of Taste and Healthiness Attribute Evaluability

In 5 studies, we show how joint evaluation improves consumers’ decision-making through increasing (decreasing) the choice share of healthy (unhealthy) food. When taste of the food is easier to evaluate than healthiness, consumers rely more on taste in separate evaluation, whereas they rely more on healthiness in joint evaluation mode.



Citation:

Sadaf Mokarram Dorri and Siegfried Dewitte (2020) ,"Evaluation Mode Affects Choice of Healthy and Unhealthy Food: the Role of Taste and Healthiness Attribute Evaluability", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 303-304.

Authors

Sadaf Mokarram Dorri, Bocconi University, Italy
Siegfried Dewitte, Katholieke University Leuven, Belgium



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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