Consumer Preference for Food Bundles under Cognitive Load: A Grocery Shopping Experiment.

Product bundling is a common retail marketing strategy. The bundling of food items has the potential to increase profits in the grocery sector, particularly for fresh produce, which often has lower profit margins. Although prior work suggests consumers prefer bundles because they require less cognitive effort to select, no study has yet experimentally manipulated cognitive load when food bundles are included in the choice set. To test whether bundle preference differs when cognitive resources are constrained, a grocery shopping experiment was conducted with 250 consumers in the midwestern U.S., in a laboratory that featured a grocery store display. Consumers who grocery shopped under cognitive load had a higher odds of selecting a food bundle even when the bundle did not offer a price discount. Results suggest food bundles may be preferred because they require less cognitive effort to process, which could benefit consumers by simplifying the grocery shopping experience. Additional factors found to influence food bundle selection included whether the bundled items were perceived as being complementary and hunger levels. Food bundles could help lessen cognitive effort associated with grocery shopping and may especially appeal to those who do not enjoy food shopping.

Food bundling as a health nudge: Investigating consumer fruit and vegetable selection using behavioral economics.

Displaying bundles of healthy foods at the grocery store is a health nudge that simplifies shopping and may have the potential for increasing fruit and vegetable (F&V) purchasing. To evaluate the impact of food bundling, we conduct an artefactual field experiment with community participants in a laboratory set up as a grocery store. Dual-self theory suggests that food choices may differ depending on whether shoppers are under cognitive load - in our experiment, we exogenously vary whether bundles are displayed (with and without a price discount) and whether shoppers are under cognitive load. Our findings align with prior studies that suggest unhealthy options are more likely to be selected when cognitive resources are constrained. When bundles are displayed, we observe increased F&V purchasing. We also observe a significant interaction between cognitive load and price discounting. We find discounted bundles are more effective in the absence of cognitive load, but non-discounted bundles are more effective when shoppers are under cognitive load. Although more research is warranted, our findings suggest that when shopping under cognitive load, it is possible that discounts impose additional cognitive strain on the shopping experience. For retailers and policymakers, our results point to the potential power of bundling as a strategy for increasing healthy food purchasing.

Overcoming challenges to effectiveness of mobile markets in US food deserts.

The purpose of this research is to investigate whether mobile food markets may be effective in facilitating healthy food choices in food deserts. We investigate who does and does not use mobile food markets and why, and whether mobile markets have the potential to alter attitudes and food choices, and if so, how? We use a focus group study at four sites in the US to ask groups of mobile market shoppers and non-shoppers about their shopping, cooking, and eating attitudes and behaviors. We find that mobile market shoppers eat significantly more servings of fruits and vegetables, however, both shoppers and non-shoppers perceive fruits and vegetables as luxury items, and both groups lack knowledge about what is a serving and what is the recommended number of servings per day. Both groups identified the following needs for mobile markets to be more successful: increased awareness and advertising; affordability; improved convenience by offering more stops and hours, as well as greater variety of items for one-stop shopping; emphasis on value and service; and building trust within communities.

Lifestyle segmentation of US food shoppers to examine organic and local food consumption.

The food related lifestyle (FRL) model, widely used on European data, is applied to US data using a modified survey instrument to examine organic and local food consumption. Since empirical studies indicate these shoppers are motivated by environmental and health concerns and limited by access, the conceptual framework employs an environmental behavior model, Attitude Behavior Context (ABC), which is consistent with means-end chain theory, the Health Belief (HB) model, and the FRL model. ABC theory incorporates contextual factors that may limit consumers' ability to act on their intentions. US food shopper data was collected in 2003 (n=956) utilizing an instrument with variables adapted from the FRL, ABC, and HB models. Cluster analysis segmented food shoppers into four FRL groups: rational, adventurous, careless, and a fourth segment that had some characteristics of both conservative and uninvolved consumers. The segments exhibited significant differences in organic and local food consumption. These were correlated with consumers' environmental concerns, knowledge and practices, health concerns and practices, as well as some demographic characteristics (race, gender, age, education), income, and variables that measured access to these foods. Implications for marketing and public policy strategies to promote organic and local foods include: emphasizing taste, nutrition, value, children, and enjoyment of cooking for rational consumers; and emphasizing health, fitness, and freshness, and providing ethnic foods for adventurous consumers. While both careless and conservative/uninvolved consumers valued convenience, the former tended to be in the highest income group, while the latter were in the lowest, were more likely to be either in the youngest or oldest age groups, and were very concerned about food safety and health.

Factors affecting children's participation and amount of labor on family farms.

METHOD: A two-stage decision-making model is estimated to explain children's participation and labor supply on family farms using unitary and cooperative bargaining frameworks. RESULTS: Results indicate that parents have different preferences about whether their children work and how much they work. The models incorporate non-economic factors and allow for different stochastic processes in the participation and labor supply decisions. CONCLUSIONS: Concerns about children's social development appear to be crucial in deciding children's labor participation, while the child's economic contribution significantly influences both whether they work and how much they work. Some variables affect the two decisions differently. For instance, the higher the parents' education level, the higher the probability children will work but the fewer hours they will work.

Consumer risk perceptions toward agricultural biotechnology, self-protection, and food demand: the case of milk in the United States.

This study is an econometric systems approach to modeling the factors and linkages affecting risk perceptions toward agricultural biotechnology, self-protection actions, and food demand. This model is applied to milk in the United States, but it can be adapted to other products as well as other categories of risk perceptions. The contribution of this formulation is the ability to examine how explanatory factors influence risk perceptions and whether they translate into behavior and ultimately what impact this has on aggregate markets. Hadden's outrage factors on heightening risk perceptions are among the factors examined. In particular, the article examines the role of labeling as a means of permitting informed consent to mitigate outrage factors. The effects of attitudinal, economic, and demographic factors on risk perceptions are also explored, as well as the linkage between risk perceptions, consumer behavior, and food demand. Because risk perceptions and self-protection actions are categorical variables and demand is a continuous variable, the model is estimated as a two-stage mixed system with a covariance correction procedure suggested by Amemiya. The findings indicate that it is the availability of labeling, not the price difference, between that labeled milk and milk produced with recombinant bovine Somatotropin (rbST) that significantly affects consumer's selection of rbST-free milk. The results indicate that greater availability of labeled milk would not only significantly increase the proportion of consumers who purchased labeled milk, its availability would also reduce the perception of risk associated with rbST, whether consumers purchase it or not. In other words, availability of rbST-free milk translates into lower risk perceptions toward milk produced with rbST.