When value trumps health in a supersized world

By:

HAWS, KELLY L

Contributor(s):

WINTERICH, KAREN PAGE

Material type:

Mixed materialsPublication details: 2013Description: 48-64Subject(s):

MARKETING

NLM classification:

658.8

In: JOURNAL OF MARKETINGMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/3	Available		P14948

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.

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