NASHVILLE, Tenn.Ordering a larger sized product results in a per-unit saving and an offer to meet the consumer's value-based financial goal, making the product more attractive, according to a study published in the Journal of Marketing.
The researchers demonstrated that pricing strategies lead to a greater purchase and consumption, while decreasing the importance placed on health-related goals.
We know the health implications of a giant latte or supersized fries, so a little justification through feeling financially savvy and saving money makes us feel better about our decision and increases consumption," said Vanderbilt marketing researcher Kelly L. Haws.
Although supersized pricing can have a powerful effect on purchase behavior, providing health cues can prevent the decreased focus on health. Supersized pricing can be used to increase size choice of healthy foods.
In one of the studies the researchers demonstrated that supersizing baby carrots attracted consumers to the deal because they saved money per unit.
The results of the study found that by feeding into consumers' desire to get a bargain by supersizing could lead to people making healthier choices.