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Sheraton Uptown, Albuquerque, NM, USA
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Saturday, April 22 • 1:30pm - 3:00pm
B3C-Increasing Consumers' Fruit and Vegetable Selection: Can Product Bundling Serve as a Behavioral Nudge? (Consumer Movement Archives Applied Consumer Economics Award Student Paper)

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This study uses an artefactual field experiment to explore whether product bundles (comprised primarily of fruit & vegetable (F&V) items) can serve as a behavioral nudge to increase F&V selection. Also of interest was whether shopping under cognitive load influenced item and bundle choice, and whether bundles need offer a price discount. A sample of 367 consumers from a Midwestern US city participated during fall 2015 through spring 2016. Participants shopped for groceries under one of six treatments, some featuring bundles. Differences were examined among the proportion of items selected from three categories: F&Vs, Junk Food/Snacks, and Protein/Dairy/Grains.  Proportions were analyzed using a fractional multinomial regression model. We find bundles could potentially increase F&V selection, and may serve as a means through which to lessen cognitive strain.

Speakers & Presenters
avatar for Kathryn A. Carroll

Kathryn A. Carroll

PhD candidate, University of Wisconsin-Madison
Kathryn A. Carroll is a PhD candidate in Consumer Behavior and Family Economics at the University of Wisconsin-Madison. She manages the Behavioral Research Insights Through Experiments (BRITE) Lab, which is an interdisciplinary campus research facility for social sciences. Kat... Read More →


Saturday April 22, 2017 1:30pm - 3:00pm
Wurlitzer

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