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

Author

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  • Payne, Collin R.
  • Niculescu, Mihai

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.

Suggested Citation

  • Payne, Collin R. & Niculescu, Mihai, 2012. "Social Meaning in Supermarkets as a Direct Route to Improve Parents’ Fruit and Vegetable Purchases," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 41(1), April.
  • Handle: RePEc:ags:arerjl:123320
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    File URL: http://purl.umn.edu/123320
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    References listed on IDEAS

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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. 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.
    4. repec:aph:ajpbhl:10.2105/ajph.2011.300350_5 is not listed on IDEAS
    5. Ariely, Dan & Levav, Jonathan, 2000. " Sequential Choice in Group Settings: Taking the Road Less Traveled and Less Enjoyed," Journal of Consumer Research, Oxford University Press, vol. 27(3), pages 279-290, December.
    6. repec:aph:ajpbhl:10.2105/ajph.2008.151183_5 is not listed on IDEAS
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