The Bad Taste of Healthy Food Discounts

Research output: Contribution to ConferencePosterProfessional


Price promotions have often been suggested as a way to increase healthy consumption, but existing research has shown that their effect on sales of healthy items is weaker in comparison to that in less healthy food categories. Through four experiments, we offer a potential explanation: using price promotions in healthy food categories can lower the pre-purchase tastiness perceptions of healthy foods by increasing reliance on the unhealthy=tasty intuition.
Original languageEnglish
Publication statusPublished - 2018
Event2018 Association for Consumer Research Conference - Dallas, United States
Duration: 11 Oct 201814 Oct 2018


Conference2018 Association for Consumer Research Conference
Abbreviated titleACR
Country/TerritoryUnited States


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