Any Size for a Dollar: The Effect of Any-Size-Same-Price Versus Standard Pricing on Beverage Size Choices
Any Size for a Dollar: The Effect of Any-Size-Same-Price Versus Standard Pricing on Beverage Size Choices
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DOI：
10.1002/jcpy.1129
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发表时间：
2019-08-22
影响因子：
4.8
通讯作者：
Roberto, Christina A.
中科院分区：
文献类型：
--
作者：
Haws, Kelly L.;Liu, Peggy J.;Roberto, Christina A.
过量饮用含糖饮料与肥胖有关。这些饮料一直是最近公共卫生政策的目标，同时，一些公司已经改变了这类饮料的定价，包括对所有饮料大小收取相同的价格(任何大小相同价格的定价)。我们比较了任意大小相同价格定价和标准定价对软饮料饮料大小选择的影响，并进一步探讨了在不同健康相关政策情况下这一公司杠杆的影响。总体而言，我们表明，任意大小相同价格的定价增加了消费者对获得良好财务交易的价值的关注，从而增加了饮料大小的选择。此外，任何尺码相同价格的诱惑阻止了卡路里公告成功地减少了对更大尺码的选择，就像在标准定价下发生的那样。然而，在任何尺码相同的价格下，更直观的健康干预可能会降低大尺码的吸引力。最后，研究结果没有受到饮食和非饮食饮料选择的影响，这表明消费者并不认为任何尺码相同价格下的大号饮料的价值来自于获得更多的卡路里。最后，我们讨论了这项工作如何改进公共健康营养政策的设计。
Overconsumption of sugary drinks is linked with obesity. These beverages have been the target of recent public health policies, and, simultaneously, some firms have altered their pricing of such beverages, including charging the same price for all beverage sizes ("any-size-same-price" pricing). We compare the effect of any-size-same-price pricing versus standard pricing on soft drink beverage size choices and further explore the effect of this firm lever under different health-related policy situations. Overall, we show that any-size-same-price pricing increases consumers' focus on the value of getting a good financial deal and thereby increases beverage size selections. Further, the allure of any-size-same-price pricing prevents calorie postings from successfully reducing choice of larger sizes as occurs under standard pricing. However, a more graphic health intervention can reduce the appeal of larger sizes under any-size-same-price pricing. Finally, the findings are not moderated by diet versus nondiet beverage selections, indicating that consumers do not perceive the value of larger sizes under any-size-same-price pricing to come from getting more calories. We conclude by discussing how this work can improve the design of public health nutrition policies.