Vice-Virtue Bundles

• 成果类型: Article
• 署名作者: Liu, Peggy J.; Haws, Kelly L.; Lamberton, Cait; Campbell, Troy H.; Fitzsimons, Gavan J.
• 署名单位: Duke University; Vanderbilt University; Pennsylvania Commonwealth System of Higher Education (PCSHE); University of Pittsburgh
• 刊物名称: MANAGEMENT SCIENCE
• ISSN/ISSBN: 0025-1909
• DOI: 10.1287/mnsc.2014.2053
• 发表日期: 2015
• 页码: 204-228
• 关键词: consumer choice; goal pursuit; bundles; vices; virtues; self-control; HEALTH; taste; balancing goals

摘要

We introduce a simple solution to help consumers manage choices between healthy and unhealthy food options: vice-virtue bundles. Vice-virtue bundles are item aggregates with varying proportions of both vice and virtue, holding overall quantity constant. Four studies compare choice and perceptions of differently composed vice-virtue bundles relative to one another and to pure vice and pure virtue options. Although multiple consumer segments can be identified, results suggest that people overall tend to prefer vice-virtue bundles with small (1 4) to medium (12) proportions of vice rather than large (3 4) proportions of vice. Moreover, people generally rate vice-virtue bundles with small vice proportions as healthier but similarly tasty as bundles with larger vice proportions. For most individuals, choice patterns are different from those predicted by variety-seeking accounts alone. Instead, these findings provide evidence of asymmetric effectiveness of small vice and virtue proportions at addressing taste and health goals, respectively.