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An Apple a Day Brings More Apples Your Way: Healthy Samples Prime Healthier Choices
Author(s) -
Tal Aner,
Wansink Brian
Publication year - 2015
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20801
Subject(s) - psychology , prime (order theory) , prime time , advertising , social psychology , business , combinatorics , mathematics
ABSTRACT Food samples can prime healthier or less healthy choices. We show this in both field (Study 1) and lab (Studies 2–3) settings. Healthy samples (Studies 1–2) or samples framed as healthy (Study 3) increase healthy purchases of both food products that are similar to the sample (Study 1) and those that are less closely related to it (Study 2–3). The studies advance our knowledge concerning the effects of samples, demonstrating that samples can serve as primes and encourage purchase of a greater number of products that are similar to the sample on dimensions such as healthiness. The findings can be used by retailers, policy bodies, and consumers to nudge consumers toward healthier options.