Healthy Diets Make Empty Wallets: The Healthy = Expensive Intuition
Healthy Diets Make Empty Wallets: The Healthy = Expensive Intuition
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DOI：
10.1093/jcr/ucw078
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发表时间：
2017-04-01
影响因子：
7.2
通讯作者：
Sample, Kevin L.
中科院分区：
文献类型：
--
作者：
Haws, Kelly L.;Reczek, Rebecca Walker;Sample, Kevin L.
了解消费者关于吃什么的决策既复杂，因为多种因素可以驱动食物选择，也很重要，因为食物选择会影响整体健康。这项研究考察了在食品决策的两个重要标准健康和价格的十字路口的直觉，发现消费者认为健康的食品比不健康的食品更昂贵。虽然这种关系在某些情况下可能是准确的，但消费者将这种信念过度概括为不客观真实的背景和产品类别。因此，健康=昂贵的直觉通过影响缺失属性的推断和替代品之间的选择来影响消费者的决策。此外，与双过程模型一致，当消费者进行非理性处理时，直觉在塑造消费者如何处理有关健康和价格的信息方面起到了偏见的作用，包括改变对给定成分如何“健康”的感知作为产品价格的函数，以及消费者在评估健康声明时参与的信息搜索量，这样，消费者在评估与直觉不符的索赔时，就有了更高的证据标准。总的来说，健康=昂贵的直觉对消费者的决策有很大的影响，对消费者和营销人员都有重要的意义。
Understanding consumer decision making about what to eat is both complex, as multiple factors can drive food choice, and important, as food choice impacts overall health. This research examines an intuition at the crossroads of two important criteria for food decision making-healthiness and price-finding that consumers believe that healthier food is more expensive than less healthy food. While this relationship may be accurate in some cases, consumers overgeneralize this belief to contexts and product categories where it is not objectively true. As a result, the healthy = expensive intuition influences consumer decision making by impacting inferences of missing attributes and choice between alternatives. Further, consistent with dual process models, the intuition acts as a bias in shaping how consumers process information about health and price when consumers are processing heuristically, including altering both perceptions of how " healthy" a given ingredient is as a function of product price and the amount of information search consumers engage in when evaluating health claims, such that consumers have a higher standard of evidence when evaluating intuition-inconsistent claims. Overall, the healthy = expensive intuition has a powerful influence on consumer decision making, with significant implications for both consumers and marketers.