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Social Meaning in Supermarkets as a Direct Route to Improve Parents’ Fruit and Vegetable Purchases

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  • Payne, Collin R.
  • Niculescu, Mihai
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    Abstract

    Direct and indirect attempts to increase parents’ fruit and vegetable purchases have had little, if any, success. Most of the disappointing results are reported in the grocery environment. In this context, embedding messages with social meaning may have a significant impact on current campaigns. We use the focus theory of normative conduct as an alternative theoretical framework and suggest that social norms that are salient, easy to interpret, and easy to compare against individuals’ behavior may improve current attempts to increase parents’ fruit and vegetable purchases in retail environments.

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    File URL: http://purl.umn.edu/123320
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    Bibliographic Info

    Article provided by Northeastern Agricultural and Resource Economics Association in its journal Agricultural and Resource Economics Review.

    Volume (Year): 41 (2012)
    Issue (Month): 1 (April)
    Pages:

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    Handle: RePEc:ags:arerjl:123320

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    Web page: http://www.narea.org/
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    Related research

    Keywords: supermarket; social norms; intervention tools; childhood obesity; fruits and veg¬tables; behavioral economics; Food Consumption/Nutrition/Food Safety; Health Economics and Policy; Institutional and Behavioral Economics; Marketing;

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    1. Daniel Kahneman, 2003. "Maps of Bounded Rationality: Psychology for Behavioral Economics," American Economic Review, American Economic Association, vol. 93(5), pages 1449-1475, December.
    2. Elster, Jon, 1989. "Social Norms and Economic Theory," Journal of Economic Perspectives, American Economic Association, vol. 3(4), pages 99-117, Fall.
    3. Ariely, Dan & Levav, Jonathan, 2000. " Sequential Choice in Group Settings: Taking the Road Less Traveled and Less Enjoyed," Journal of Consumer Research, University of Chicago Press, vol. 27(3), pages 279-90, December.
    4. Rebecca Ratner & Dilip Soman & Gal Zauberman & Dan Ariely & Ziv Carmon & Punam Keller & B. Kim & Fern Lin & Selin Malkoc & Deborah Small & Klaus Wertenbroch, 2008. "How behavioral decision research can enhance consumer welfare: From freedom of choice to paternalistic intervention," Marketing Letters, Springer, vol. 19(3), pages 383-397, December.
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