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...

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...

An experiment was conducted to investigate the interaction between consumers’ past eating behaviors, risk perceptions and future information processing procedure. In the study, participants were required to choose whether or not to eat chicken that was potentially be tainted with Avian...

A key goal of the Healthy, Hungry-Free Kids Act of 2010 is to ensure that children have access to healthy foods in schools. While the new policy mandates that healthy items must be included on the lunch line—and even that children must take certain foods—there is concern both over whether...

The objective of this study was to determine whether simple, low/no-cost, and choice-preserving interventions in school lunchrooms lead students to consume more fruits, vegetables, and fewer starchy sides. To test the total lunchroom makeover concept, we conducted the experiment in two separate...

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...

The objective of this study was to determine whether simple, low/no-cost, and choice-preserving interventions in school lunchrooms lead students to consume more fruits, vegetables, and fewer starchy sides. To test the total lunchroom makeover concept, we conducted the experiment in two separate...

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...