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McHealthy: How Marketing Incentives Influence Healthy Food Choices
Articles and Chapters
  • Elisa K. Chan, Ecole hôtelière de Lausanne
  • Robert J. Kwortnik, Jr., Cornell University School of Hotel Administration
  • Brian Wansink, Cornell University
Publication Date
Food choices are often habitual, which can perpetuate unhealthy behaviors; that is, selection of foods high in sodium, saturated fat, and calories. This article extends previous research by examining how marketing incentives can encourage healthy food choices. Building on research examining marketing incentives, temporal goals, and habitual behavior, this research shows that certain incentives (behavioral rewards vs. financial discounts) affect individuals with healthy and less healthy eating habits differently. A field study conducted at a corporate cafeteria and three lab studies converge on a consistent finding: The effects of marketing incentives on healthy food choice are particularly prominent for people who have less healthy eating habits. Results showed that behavioral rewards generated a 28.5% (vs. 5.5%) increase in salad sales; behavioral rewards also led to 2 pounds more weight loss for individuals with less healthy eating habits. The research offers important implications for scholars, the food industry, consumers, governments, and policy makers.

Required Publisher Statement
© Cornell University. Reprinted with permission. All rights reserved.

Citation Information

Chan, E. K., Kwortnik, R., & Wansink, B. (2017). McHealthy: How marketing incentives influence healthy food choices. Cornell Hospitality Quarterly, 58(1), 6-22. doi: 10.1177/1938965516668403