When value trumps health in a supersized world
HAWS, KELLY L
When value trumps health in a supersized world - 2013 - 48-64
Marketers often offer consumers the option to supersize a food purchase intended for immediate cossumption. Supersized products may be attractive to consumers from standpiont of the unit pricing because ordering a larger size of the same productresults in a per-unit savings and offers consumers the opportunity to meet their value based financial goals. In this article, the authors show that such pricing strategies not only lead to greater purchase and consumption but do so by affeting important consumer goals in unrelated domains-namely, by decreasing the importance placed on health goals.
MARKETING
658.8
When value trumps health in a supersized world - 2013 - 48-64
Marketers often offer consumers the option to supersize a food purchase intended for immediate cossumption. Supersized products may be attractive to consumers from standpiont of the unit pricing because ordering a larger size of the same productresults in a per-unit savings and offers consumers the opportunity to meet their value based financial goals. In this article, the authors show that such pricing strategies not only lead to greater purchase and consumption but do so by affeting important consumer goals in unrelated domains-namely, by decreasing the importance placed on health goals.
MARKETING
658.8