An Apple a Day Brings More Apples Your Way: Healthy Samples Prime Healthier Choices
Version of Record online: 20 APR 2015
© 2015 Wiley Periodicals, Inc.
Psychology & Marketing
Special Issue: Changing Food Consumption Behaviors
Volume 32, Issue 5, pages 575–584, May 2015
How to Cite
Tal, A. and Wansink, B. (2015), An Apple a Day Brings More Apples Your Way: Healthy Samples Prime Healthier Choices. Psychol. Mark., 32: 575–584. doi: 10.1002/mar.20801
- Issue online: 20 APR 2015
- Version of Record online: 20 APR 2015
Food samples can prime healthier or less healthy choices. We show this in both field (Study 1) and lab (Studies 2–3) settings. Healthy samples (Studies 1–2) or samples framed as healthy (Study 3) increase healthy purchases of both food products that are similar to the sample (Study 1) and those that are less closely related to it (Study 2–3). The studies advance our knowledge concerning the effects of samples, demonstrating that samples can serve as primes and encourage purchase of a greater number of products that are similar to the sample on dimensions such as healthiness. The findings can be used by retailers, policy bodies, and consumers to nudge consumers toward healthier options.