People's choices in ordering foods depend on their decision frames, says a new study.
In 'To Choose or to Reject: The Effect of Decision Frame on Food Customization Decisions,' by Dr.Anish Nagpal and Jing Lei of the University of Melbourne along with Dr. Adwait Khare, of the University of Texas, explore the mechanism of choice and rejection as customers design and select their food orders.
AdvertisementThe authors conducted several experiments with university students who were unaware of the objective of the study. They wanted to know whether people would end up with overall healthier selections either when choosing food elements in an a la carte situation or when rejecting items from a pre-prepared set of options.
The results show that an individual's decision frame influences the relative number of healthy versus unhealthy items included in the food they order, and that this influence is further contingent on the nature of the food to be customized - e.g., "healthy" salad or "unhealthy" pizza.
The authors concluded, the research demonstrated that food preference was quite malleable. Managers of food retailers could influence customers' preference for products with tasty and/or healthy features by offering the option to build up or pare down their selections. The study is due to be published in the Journal of Retailing.
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