Track 3: Sustainability & Well Being
Yael Steinhart (Tel Aviv University)

3D. Healthy Choices

Friday, March 4
4:30pm – 6:00pm EST
Discussant: Aparna Labroo (Northwestern University)
MC: Atar Herziger (Technion Israel Institute of Technology)
Calendar Invite: Add to calendar
Student Coordinator: Deepak Sirwani (Cornell University) (

Competitive Papers

Great for You but Not for Me: Examining Actor versus Observer Perceptions of Self-Care
Authors: Pooja Somasundaram (Indiana University), Jenny Olson (Indiana University)
Presenting Author: Pooja Somasundaram (Indiana University)
Although the benefits of practicing self-care—behaviors consumers voluntarily engage in to improve their physical and mental well-being—are evident (e.g., greater health, happiness, and productivity), many self-care initiatives are underutilized. The current research identifies one potential reason for this apparent discrepancy: consumers perceive self-care to be relatively more valuable for other people than for themselves. We document this effect across seven studies featuring Twitter posts, various self-care domains, and measures of value. This effect is driven, in part, by lower feelings of deservingness and is attenuated by higher levels of self-compassion.
The Facilitating Effect of Physiological Self-tracking on Organ Donation
Authors: chi hoang (ESCP Business School), Sharon Ng (Nanyang Technological University)
Presenting Author: chi hoang (ESCP Business School)
Across four studies, including both online and lab experiments, we show that physiological self-tracking (i.e., the practice of using self-tracking apps or wearable devices to track one’s biometric data such as heart rate, respiratory rate, or calories consumed, etc.) facilitates greater acceptance of organ donation. This self-tracking effect happens because self-tracking leads consumers to view their body as a conglomeration of multiple separable parts, rather than as a singular united whole. We discuss implications regarding facilitating physiological self-tracking practices to tackle the current shortage of organ donors.
Culture and Gender Effects on How Healthcare Consumers Respond to Adverse Medical Diagnoses
Authors: Veronica Martin Ruiz (UMass Amherst), Jose Rosa (Iowa State University)
Presenting Author: Veronica Martin Ruiz (UMass Amherst)
In a multicultural US, understanding how healthcare consumers from different backgrounds respond to Adverse Medical Diagnoses (AMDs - debilitating medical conditions that decrease consumers’ certainty over future life trajectory and self-esteem) is essential for developing adequate healthcare interventions. This cross-cultural research brings cultural syndromes and honor theories to the healthcare services marketplace and healthcare decision making marketing research. We argue that AMDs can be interpreted as threats to healthcare consumers, and hypothesize that cultural syndrome endorsement, gender, and medical condition stigma influence whether a consumer accepts an AMD prefacing the adherence to prescribed health-focused behaviors. Studies’ results support this theorization.
Your Money or Your Life: Interplay Between Appeal Type and Valence Framing in Reducing Smoking Behavior
Authors: Nurit Nobel (Stockholm School of Economics)
Presenting Author: Nurit Nobel (Stockholm School of Economics)
The present study explores the efficacy of two types of framing of smoking cessation consequences: appeal type (time vs. money) and valence (gain vs. loss). A randomized controlled field experiment with 2,935 participants conducted via a digital therapeutics app found that messages focusing on money (time) were most likely to lead to immediate reduced smoking behavior when framed as a gain (loss). Effects on motivation or long-term smoking cessation were not detected. The results shed light on the psychological differences between money and time, between attitudes and behaviors, and between short-term and long-term behavior change.

Flash Talks

Mirror, Mirror on The Call: How Video-Conferencing Shapes Self-Efficacy and Facilitates Escapist Consumption
Authors: Julia Schuckmann (TUM School of Management, Technical University of Munich), Ana Valenzuela (Baruch College (CUNY) and at ESADE-Ramon Llul, Barcelona, Spain), Gert Cornelissen (Universitat Pompeu Fabra and at the Barcelona school of Management, Spain)
Presenting Author: Julia Schuckmann (TUM School of Management, Technical University of Munich)
The use of video conferences skyrocketed during the global pandemic. While this tool of communication has many advantages, limited evidence suggests that there may be side effects on consumer´s well-being. In three studies, we provide the first systematic evidence regarding how, when and why video conferencing – specifically the confrontation with one’s own image on the screen – leads to self-efficacy depletion and facilitates compensatory consumption such as binge eating or media viewing. We also show evidence for the moderating role of narcissistic character traits. This effect is stronger when video conferencing to perform relatively difficult tasks. Our findings can potentially provide insights into design features for online conferencing platforms that improve the well-being of consumers.
Hesitant to Get Vaccinated? How Consumers Hedge against Medical Risks but Gamble on Monetary Risks
Authors: Martin Reimann (University of Arizona), Christoph Hüller (University of Arizona)
Presenting Author: Christoph Hüller (University of Arizona)
To what extent are consumers hesitant to embrace the risk of medical procedures such as getting vaccinated? Two experiments reveal that should the most painful medical procedure come to mind when choosing between different procedures, many of the available options—albeit being negative experiences—will be treated as comparative gains; hence, consumers exhibit risk aversion. This pattern is opposite to risk preferences for monetary gambles, as consumers exhibit risk seeking when choosing in the realm of losses. Results further demonstrate that risk aversion for medical experiences is driven by social norms and intensifies as consumers’ inclination to avoid risk increases.


How Brands Can Use Frequency Present in Audio Logos to Connote the Healthfulness of Associated Food Products
Authors: Monin Techawachirakul (Nanyang Business School, Nanyang Technological University), Abhishek Pathak (School of Business, University of Dundee), Gemma Calvert (Nanyang Business School, Nanyang Technological University)
Presenting Author: Monin Techawachirakul (Nanyang Business School, Nanyang Technological University)
Brands often use jingles or melodies as a sound signature (i.e., an audio logo). Yet research on how audio logos might connote certain brand attributes (e.g., healthfulness) is sparse, and healthy consumption is one of the fastest growing global trends. We demonstrate that higher (vs. lower) frequency audio logos are significantly associated with healthy (vs. less healthy) foods across food category, while the effect of tempo was neutral. Interestingly, healthy (vs. less healthy) audio logos are also associated with high (vs. low) visual frequency stimuli. These findings have creative implications for brand logos and packaging aimed at connoting healthy products.
Sounds about Light: Phoneme Effects of Brand Name on Perceived Healthiness of Product
Authors: Yeseul Kim (University of South Florida)
Presenting Author: Yeseul Kim (University of South Florida)
People generally associate front vowels (e.g., /i/) and voiceless consonants (e.g., /p/) with lightness (less weight), while they associate back vowels (e.g., /u/) and voiced consonants (e.g., /b/) with heaviness. People also consider “lighter” food (in terms of fewer carbohydrates and calories) to be healthier. We propose that, because the concept of “light” in the food consumption context co-activates the concept of light in terms of weight, people associate healthiness and lightness. Based on the healthy = light intuition, we further reason that phonemes signaling light-weighted will induce healthiness perception and purchase intention than will heavier phonemes.
The Backfire Effect of the Nutri-Score
Authors: Eva Heeremans (Ghent University), Maggie Geuens (Ghent University), Iris Vermeir (Ghent University)
Presenting Author: Eva Heeremans (Ghent University)
While positive effects of front-of-pack labels are well explored, it remains unclear whether such labels have backfire effects. We demonstrate that positive (vs. no) Nutri-Scores on packages increase selected portion sizes. This backfire effect unfolds because positive Nutri-Scores increase consumers’ use of product healthiness as a justification which increases selected portion sizes. Moreover, the effect occurs irrespective of the perceived healthiness of the product and more health-concerned consumers are more likely to fall prey to this backfire effect. Before imposing a mandatory front-of-pack nutrition label, public policy makers should consider whether the positive effects outweigh the backfire effects.
Whether, Why and For Whom the Nutri-Score Works
Authors: Eva Heeremans (Ghent University), Maggie Geuens (Ghent University), Iris Vermeir (Ghent University)
Presenting Author: Eva Heeremans (Ghent University)
While the Nutri-Score (=front-of-pack label) has been found to be an effective tool to improve food choices, it remains unclear why and for whom the Nutri-Score affects buying behavior. We show in a measurement-of-mediation design and an experimental-causal-chain design that the Nutri-Score works because it activates consumers’ health goals. We also demonstrate that the Nutri-Score is effective, irrespective of participants’ health-concern. Insight in why it works is instrumental to be able to further improve the current label, inform the development of future labels and create relevant guidance for public policy makers in whether or not to make the Nutri-Score mandatory.
Better Marketing for a Better World: Using Effective Segmentation Strategies to Assist Vulnerable Consumers in Making Healthy Food Choices
Authors: Anthony Patino (University of San Francisco), Velitchka Kaltcheva (Loy), Dennis Pitta (University of Baltimore), Lynda Maddox (George Washington University), Lea Katsanis (Con)
Presenting Author: Anthony Patino (University of San Francisco)
Marketing is reassessing it relevance by embracing the concept of Better Marketing for a Better World (BMBW). It is therefore important that marketers of health and nutrition offerings fully understand customers’ needs and implement a more accurate segmentation of the market, so that they may target the different customer segments, particularly vulnerable consumers, more effectively. Using latent class analysis, we identified seven new customer segments based on body weight variables posing health risk for individuals. We subsequently evaluated the effectiveness of three advertising disclosure strategies and found differential effectiveness across “at risk” and “low risk” customer segments.
Return to schedule