The Influence of Reward Framing on Food Choices
The current research examines the impact of gratification-enhancing framing on healthy food-related decision making by demonstrating that after completing a self-control depleting task, framing the healthy (vs. unhealthy) food option as a reward increases the rewarding feeling and purchase intention.
Luxi Chai and Marija Grishin (2021) ,"The Influence of Reward Framing on Food Choices", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 922-922.
Luxi Chai, Missouri Southern State University
Marija Grishin, University College Dublin
NA - Advances in Consumer Research Volume 49 | 2021
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