Laddering interviews indicate that a leading reason younger children do not select fruit is because braces and small mouths make it difficult to eat. Older children – especially females – avoid it because it is messy and makes them look unattractive when eating it. One solution for both sets...

In the context of food, convenience is generally associated with less healthy foods. Given the reality of present-biased preferences, if convenience was associated with healthier foods and less healthy foods were less convenient, people would likely consume healthier foods. This study examines...

Approximately 31 million children enroll in the National School Lunch Program and nearly 1/3 of children between the ages of 6 and 19 are considered obese. What if the school food environment made healthy food choices easier for children? One overlooked scalable alternative involves students...

Rational choice theory commonly assumes that the presence of unselected choices cannot impact which among the remaining choices is selected-often referred to as independence of irrelevant alternatives. We show that such seemingly irrelevant alternatives influence choice in a school lunch...

Using psychological terms such as cognitive dissonance and confirmation bias, this study reveals how individual consumers inadequately process (food safety) information, pay limited attention to signals, and make purchase decisions that are bias towards their initial choices. While it is...

ABSTRACTLabels such as ‘Large’ or ‘Super‐size’ are often used to describe portion sizes. How do these normative labels influence consumer choice and how much they ultimately either consume or waste? Although one might believe that firms use normative labels to impact choice behavior...

Utilizing survey data from corn and soybean farmers in the Midwest, this study assesses the relative importance of different features of crop insurance products. Conjoint analysis results indicate that farmers' preferences for flexibility dominate both type of insurance and coverage level....

Consumers consistently express concern about the risk of new variant Creutzfeldt-Jakob Disease (nvCJD) from eating beef. Given several US cows infected with Bovine Spongiform Encephalopathy (BSE) (mad cow disease) and recent findings that the path of transmission of nvCJD remains unknown, the...