REGISTER NOW<\/a><\/div>\n<\/div>\n","post_title":"Top 5 AI Trends Transforming Holiday Shopping","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"top-5-ai-trends-transforming-holiday-shopping","to_ping":"","pinged":"","post_modified":"2025-11-17 08:56:22","post_modified_gmt":"2025-11-17 14:56:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=211553","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":202450,"post_author":"119442","post_date":"2025-08-07 16:06:30","post_date_gmt":"2025-08-07 21:06:30","post_content":"\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////cvent.me//aanq3D?RefId=CTA1\%22>Register Now<\/a><\/div>\n<\/div>\n\n\n\n<\/p>\n","post_title":"The Data-Driven Marketer's Playbook for Pipeline Acceleration","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-data-driven-marketers-playbook-for-pipeline-acceleration","to_ping":"","pinged":"","post_modified":"2025-09-24 16:49:44","post_modified_gmt":"2025-09-24 21:49:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=202450","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":198832,"post_author":"110977","post_date":"2025-07-01 13:24:57","post_date_gmt":"2025-07-01 18:24:57","post_content":"\nReady to turn attention into action? Join us for an insight-packed webinar that reveals how TV advertising drives real, measurable digital engagement\u2014and how you can maximize every media dollar. We\u2019ll unpack powerful findings from Spectrum Reach\u2019s latest multiscreen research, \u201cHow TV Drives Web Engagement: Learnings from Multiscreen Attribution Insights.\u201d <\/p>\n\n\n\nYou\u2019ll discover exactly how and when consumers respond after seeing an ad\u2014thanks to groundbreaking deterministic attribution\u2014and why certain programming, like sports, delivers up to 25% higher engagement. Plus, attendees will get actionable guidance on applying these attribution insights directly to their creative, unlocking new ways to drive stronger consumer response. You\u2019ll leave ready to build smarter, more impactful campaigns that deliver across every screen. <\/p>\n\n\n\nYou will learn: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How to perfect your media mix to drive results. <\/li>\n\n\n\n<li>Unlock your optimal daypart for your target audience. <\/li>\n\n\n\n<li>The link between TV ad exposures and consumer action on digital devices. <\/li>\n\n\n\n<li>What is your sweet spot for frequency.<\/li>\n<\/ul>\n\n\n\nThis free event is now available for on-demand registration and access through February 5, 2026. Once registered, the on-demand content will become available.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////web.cvent.com//hub//events//9a70f0c4-a5ff-4e47-a7dd-c9dd19929f11//sessions//8e67cd3a-9f74-4cfe-beaa-91e1c2c155cf/">View On-Demand<\/a><\/div>\n<\/div>\n\n\n\n<\/p>\n","post_title":"How TV Drives Web Engagement: Learnings from Multiscreen Attribution Insights","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-tv-drives-web-engagement-learnings-from-multiscreen-attribution-insights","to_ping":"","pinged":"","post_modified":"2025-08-05 14:21:45","post_modified_gmt":"2025-08-05 19:21:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=198832","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":211132,"post_author":"223996","post_date":"2025-11-11 10:07:00","post_date_gmt":"2025-11-11 16:07:00","post_content":"\nWho\u2019s adopting AI faster: tech-savvy experts or beginners? With artificial intelligence becoming increasingly integrated into daily life, this question carries enormous implications for marketers and product designers. A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429251314491/" target=\"_blank\" rel=\"noreferrer noopener\">new Journal of Marketing<\/em> study<\/a> reveals a surprising answer: Consumers with lower AI literacy are more likely to adopt AI tools because they view AI as magical and awe-inspiring.<\/p>\n\n\n\nWe uncover a powerful insight: the key to increasing AI adoption lies not in technical sophistication but in emotional engagement. When AI feels magical, it inspires curiosity, excitement, and trust. Harnessing this emotional response can unlock new opportunities for innovation and growth across industries.<\/p>\n\n\n\nThis sense of wonder drives a willingness to adopt AI, even though these users often perceive AI as less capable or ethical than those with greater AI literacy.<\/p>\n\n\n\nIn contrast, consumers with higher AI literacy take a more critical view of AI, focusing on its technical limitations and ethical concerns. This group is less likely to see AI as magical and, as a result, is slower to adopt new tools or products.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-implications-for-marketers-and-product-designers\">Implications for Marketers and Product Designers<\/h2>\n\n\n\nThis gap in adoption behavior has significant implications for marketers, product developers, and policymakers. It challenges the common assumption that tech-savvy consumers are the leading edge of AI adoption. Instead, businesses targeting lower-literacy audiences can emphasize AI\u2019s awe-inspiring potential to drive engagement and usage.<\/p>\n\n\n\nFor example, marketing campaigns showcasing AI\u2019s ability to generate lifelike images, analyze complex patterns, or offer empathetic care can resonate deeply with consumers who view these capabilities as extraordinary. By focusing on the \u201cmagic\u201d of AI, brands can tap into the sense of wonder that drives adoption.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\nMarketing campaigns showcasing AI\u2019s ability to generate lifelike images, analyze complex patterns, or offer empathetic care can resonate deeply with consumers who view these capabilities as extraordinary.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-balancing-wonder-and-responsibility\">Balancing Wonder and Responsibility<\/h2>\n\n\n\nThis approach comes with a caution. Although lower AI literacy fosters adoption through magical thinking, it may also leave these consumers vulnerable to misuse or misrepresentation. For instance, users may overestimate AI\u2019s capabilities or fail to recognize its limitations, leading to ethical and practical challenges.<\/p>\n\n\n\nMarketers and policymakers must strike a balance between highlighting AI\u2019s potential and promoting informed usage. Clear messaging about AI\u2019s capabilities and boundaries can help prevent misunderstandings while maintaining the sense of wonder that encourages adoption.<\/p>\n\n\n\nAnother key challenge involves the role of education. As AI literacy increases, the perception of AI as magical diminishes. While education is crucial for fostering responsible use, it may inadvertently dampen adoption by reducing the sense of awe that motivates initial engagement. Policymakers and educators need to design programs that enhance understanding without eroding the excitement that drives consumers to explore new technologies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tailoring-strategies-to-audience-perceptions\">Tailoring Strategies to Audience Perceptions<\/h2>\n\n\n\nThe study also highlights the broader implications of consumer perceptions for AI integration. Businesses should consider how AI is positioned within their offerings, ensuring that messaging aligns with the target audience\u2019s level of understanding and emotional response.<\/p>\n\n\n\nFor example, companies developing AI-powered tools for creative industries might focus on the \u201cmagic\u201d of artistic generation, appealing to less tech-savvy consumers. Meanwhile, brands targeting professionals or experts might emphasize transparency and accuracy, addressing the more critical lens through which these audiences view AI.<\/p>\n\n\n\nUltimately, the findings suggest that marketers and product developers must tailor their strategies to different segments of the population. By understanding how consumers perceive and interact with AI, businesses can create products and campaigns that resonate more effectively with their audiences.<\/p>\n\n\n\n\n\nSource:<\/strong> Stephanie Tully, Chiara Longoni, and Gil Appel, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429251314491/" target=\"_blank\" rel=\"noreferrer noopener\">Lower Artificial Intelligence Literacy Predicts Greater AI Receptivity<\/a>,\u201d <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/em>, 89 (5), 1\u201320.<\/p>\n\n\n\nGo to the <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n","post_title":"Those Who Know Less About AI are More Likely to Adopt It","post_excerpt":"Who\u2019s more open to adopting AI: savvy tech experts or beginners? A Journal of Marketing study finds that people with lower AI literacy are most receptive to AI\u2014here's why.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"those-who-know-less-about-ai-are-more-likely-to-adopt-it","to_ping":"","pinged":"","post_modified":"2025-11-18 11:44:54","post_modified_gmt":"2025-11-18 17:44:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=211132","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":210355,"post_author":"223085","post_date":"2025-11-04 10:15:49","post_date_gmt":"2025-11-04 16:15:49","post_content":"\nHave you ever been to an estate sale or scrolled through Facebook Marketplace and noticed a seller drop the price? Sometimes it\u2019s not about hard bargaining. Instead, the seller offers a discount because the buyer \u201creally gets it\u201d\u2014maybe the buyer went to the same school as the seller, grew up in the same town, or has a family connection to the item\u2019s past. In these moments, money isn\u2019t the only thing being exchanged; something deeper is at stake: whether the item\u2019s heritage<\/em> will be honored and carried forward.<\/strong><\/p>\n\n\n\nA <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231182434/" target=\"_blank\" rel=\"noreferrer noopener\">recent Journal of Marketing Research<\/em> study<\/a> by Katherine L. Christensen and Suzanne B. Shu explores exactly this phenomenon. They call it the heritage discount: <\/strong>the tendency for sellers of sentimental or heritage goods to accept lower<\/em> prices from buyers who share a meaningful connection to the goods\u2019 past. Surprisingly, this happens even when sellers believe the buyer would have been willing to pay more.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\nThey call it the heritage discount: the tendency for sellers of sentimental or heritage goods to accept lower prices from buyers who share a meaningful connection to the goods\u2019 past. Surprisingly, this happens even when sellers believe the buyer would have been willing to pay more.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-the-heritage-discount-affects-markets\">How the Heritage Discount Affects Markets<\/h2>\n\n\n\nThe implications of this research extend far beyond individual sales, shaping outcomes for consumers, marketers, and policymakers alike. Heritage value plays a role in massive industries\u2014from the $58 billion self-storage market and the $43 trillion U.S. housing market to the $200 billion secondhand sector and the $450 billion collectibles market.<\/p>\n\n\n\nFor marketers, these insights open the door to designing new products and experiences that help consumers maintain a connection to their heritage, whether through family heirlooms, brand storytelling, or collaborations like 23andMe\u2019s partnership with Airbnb\u2019s heritage travel. Such efforts can create offerings that resonate across generations.<\/p>\n\n\n\nHeritage framing also carries weight in the policy sphere. Conservationists, for example, may increase support for protecting natural resources by highlighting their ties to past generations, reducing the public\u2019s willingness to lease or sell them for short-term gain.<\/p>\n\n\n\nCurious about the bigger picture, we asked the authors to share additional takeaways from their study: <\/p>\n\n\n\nQ: Your research uncovers a surprising \u201cheritage discount,\u201d whereby sellers are willing to accept lower prices from buyers with shared heritage. What emotional or psychological dynamics might explain this? Were there any reactions or patterns that genuinely surprised you during your studies?<\/em><\/strong><\/p>\n\n\n\nDr. Shu:<\/strong> From a more theory-driven perspective, I\u2019ve done other work on the endowment effect and psychological ownership. What intrigued me about this project and what Kate brought into it was that you usually put more value on it when you own something. That\u2019s the endowment effect.<\/p>\n\n\n\nBut with heritage, we were proposing something different: you might be willing to accept a lower price. That\u2019s the opposite of the endowment effect, and that flip was fascinating. I\u2019m always curious when a well-established finding in the literature is robust across many studies but then you discover a specific context where it reverses.<\/p>\n\n\n\nIn this case, the heritage discount shows up when you sell to someone who can continue the story and respect that heritage. For instance, if Kate were selling her teacups to a collector who didn\u2019t care about continuing the heritage, she would ask for a higher price. But if the buyer valued the teacup's heritage and wanted to keep it alive, she\u2019d be willing to accept less.<\/p>\n\n\n\nTo me, that\u2019s the most interesting part: the heritage discount only applies when the buyer is someone who will keep the story and the heritage alive.<\/p>\n\n\n\nQ:<\/em><\/strong> How might the concept of heritage connection help brands support sustainability goals, such as encouraging product longevity, reducing waste, or fostering intergenerational value?<\/em><\/strong><\/p>\n\n\n\nDr. Christensen:<\/strong> One of the significant trends we\u2019re seeing right now is the rise of vintage. While our paper primarily focuses on transactions, we define heritage goods as goods linked to the past, whether historically or symbolically.<\/p>\n\n\n\nThe idea that the past carries symbolic value can increase how much heritage buyers value a product. This is particularly relevant when people use vintage items, such as fashion inspired by the \u201990s or \u201970s. By wearing these pieces, people aren\u2019t just dressing themselves\u2014they are bringing a piece of their past into the present and sharing it with others. This act becomes a \"gift,\" offering a glimpse into a different world.<\/p>\n\n\n\nIf sellers believe that the past carries value, they may also be more willing to sell. The past can be defined in many ways: an era, a community\u2019s history, even a nation\u2019s identity. That\u2019s why we see a rise in vintage fashion and, in some cases, a rise in nationalism. Both are ways people try to connect to the past.<\/p>\n\n\n\nThis concept plays out in sustainability and the environment, too. Think about how people connect to the human past and are tied to the land (in meaningful ways). For example, I recently learned that my uncle\u2019s family were Adirondack guides who once took Theodore Roosevelt through the Adirondacks. When I return to those mountains, I experience them differently\u2014I feel connected to that history, which increases the value of the place for me.<\/p>\n\n\n\nQ: How can environmental organizations and policymakers leverage your findings that framing natural resources as shared heritage reduces public support for exploitation?<\/em><\/strong><\/p>\n\n\n\nDr. Christensen:<\/strong> National parks provide one of the easiest examples of an intergenerational tie to the land. For me, that\u2019s also my tie to the Adirondack Mountains. I was just there recently, and I had this powerful feeling that the trees were changing, connecting me back to my grandmother, even though she\u2019s no longer here. That is why the natural landscape holds tremendous value to me.<\/p>\n\n\n\nI think that\u2019s something you see often in regional marketing: how it ties people to the past. You also see it in the national parks. Their retro branding, for instance, emphasizes the idea of connecting to your ancestors. In a way, the parks themselves are marketed as a type of heritage good.<\/p>\n\n\n\nThere\u2019s also this initiative where fourth graders get a free national parks pass for a year, and their whole family can enjoy it. That\u2019s positioned almost like a gift parents can give their kids\u2014something that connects to what they did as children while creating new memories for the next generation.<\/p>\n\n\n\nSo, the parks are marketed as timeless destinations, where parents, children, and even grandparents can share a sense of continuity and connection across generations<\/p>\n\n\n\nQ: Your research touches on the power of heritage in shaping value, but heritage can also be a sensitive area, especially regarding things like Indigenous crafts, national symbols, or traditional foods. What can marketers learn from your findings about why some communities push back against the commercialization of culturally significant goods?<\/em><\/strong><\/p>\n\n\n\nDr. Christensen:<\/strong> If you look at almost any nation\u2019s history, there\u2019s usually an original group that owned it, and then there was a loss of ownership. So, when another group comes in, and it\u2019s not the original group, not the Indigenous group in your example, it can feel like a massive loss of heritage connection. If the transaction is viewed as purely about money, then that sense of loss and disutility is very high.<\/p>\n\n\n\nOften, when we see cultural trends that borrow from historically disempowered groups, there\u2019s a sense that the practice isn\u2019t really connected to the past. It\u2019s just being used as a visual signifier. And that disconnect leads to tremendous backlash.<\/p>\n\n\n\nOne of the most interesting examples I\u2019ve seen in the work of some wonderful colleagues, focuses on restoring heritage to people who have lost that connection. The forced relocation of many Indigenous communities has had a lasting impact. In their new locations, these communities often lose traditional access to vital resources, such as water needed for growing crops. Unlike those who were not forcibly moved, they may lack the resources or the ability to maintain a connection to their ancestral lands and history.<\/p>\n\n\n\nRebuilding that connection strengthens the whole ecosystem. It\u2019s not just the consumer. The producer makes the food and knows how to cook it, and then the consumer eats it. When all those layers feel connected to heritage, I hypothesize that the value increases for the end user and everyone along the line. Everyone who opts in wants to maintain that link to the past.<\/p>\n\n\n\nBut it also matters who<\/em> is doing it. Sometimes, groups want to separate from others\u2019 histories because, in a sense, it\u2019s not theirs, and that creates complications. Heritage can become competitive, and tensions around commercialization often emerge.<\/p>\n\n\n\nQ: In today\u2019s digital world, consumers express their identities through social media memories, digital collectibles, and even AI-generated family stories. Do you see a heritage connection evolving in these virtual spaces?<\/em><\/strong><\/p>\n\n\n\nDr. Christensen:<\/strong> The growing digital world may increase our need to connect to the past. In terms of how it happens technically, social media makes it much faster and easier. Right now, you can create a virtual person or save your mom\u2019s phone messages from the human desire to preserve memories. As people contemplate how to connect with and share their own memories, they find value in these digital artifacts. These things give us value as human beings, and I believe we\u2019re losing some of that, which is why I think there\u2019s a growing need for heritage in the digital world. It\u2019s now easier to create products that resurface those connections. For example, how do we bring back memories from childhood? They\u2019re there, just buried.<\/p>\n\n\n\nDo we want to preserve the ideas of our grandparents? For some, that might feel weird or even like a violation. But for others, it\u2019s a powerful sense of connection to the past, something they\u2019d likely pay more for not just for themselves but to pass on to future generations. I think that at moments when the future becomes present, the past becomes especially valuable. For example, that intergenerational link suddenly comes alive when you have a child. You\u2019re both giving something to the future and wanting to preserve the past.<\/p>\n\n\n\nQ: How might this shift influence how people assign value or feel a sense of ownership over digital goods, and what could this mean for brands trying to build emotional connections online?<\/em><\/strong><\/p>\n\n\n\nDr. Shu:<\/strong> For some reason, my social media feeds have been filled lately with stories about people doing DNA testing and trying to trace their ancestors. It\u2019s fascinating how technology makes it so easy now. People say, \u201cI have a grandparent I know nothing about, and I don\u2019t know how to trace them,\u201d but DNA testing opens that door and gives them access. They can then do a bit more searching and find previously impossible connections.<\/p>\n\n\n\nThat ability to rediscover heritage is powerful. It also opens space for brands to build emotional and heritage connections. Kate had a great example, but it didn\u2019t make it into the paper, of Airbnb offering heritage-based vacations. Imagine someone whose family was originally from Turkey but lived elsewhere for generations. A descendant might say, \u201cI wish I understood my connection to Turkey.\u201d A trip could then be designed to take them back to their ancestral hometown.<\/p>\n\n\n\nWe live in a society where people move around much more than in the past, when several generations might have stayed in the same small town. Today, companies can help people reconnect with their roots and their history. That\u2019s something consumers respond to. They lack that connection and search for it, and brands can help fill that gap.<\/p>\n\n\n\nSource:<\/strong> Katherine L. Christensen and Suzanne B. Shu (2024), \"<a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231182434/" target=\"_blank\" rel=\"noreferrer noopener\">The Role of Heritage Connection in Consumer Valuation<\/a>,\" <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-research///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing Research<\/a><\/em><\/em><\/em>, 61 (3), 571\u201386. doi:<a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231182434/" target=\"_blank\" rel=\"noreferrer noopener\">10.1177\/00222437231182434<\/a>.<\/p>\n\n\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-references\">References<\/h4>\n\n\n\nAbsolute Reports (2023), \u201c7.5% Growth in Self Storage Market by 2023\u22122028: Exploring the Growing Trend Regional Analysis Competitive Scenario,\u201d GlobeNewswire (March 14), <a href=https://www.ama.org/"https:////www.globenewswire.com//en//news-release//2023//03//14//2626474//0//en//7-5-Growth-in-Self-Storage-Market-by-2023-2028-Exploring-the-Growing-Trend-Regional-Analysis-CompetitiveScenario.html/" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.globenewswire.com\/en\/news-release\/2023\/03\/14\/2626474\/0\/en\/7-5-Growth-in-Self-Storage-Market-by-2023-2028-Exploring-the-Growing-Trend-Regional-Analysis-CompetitiveScenario.html<\/a>.<\/p>\n\n\n\nCredit Suisse (2020), \u201cCollectibles: An Integral Part of Wealth,\u201d research report, Credit Suisse Research Institute and Deloitte (October).<\/p>\n\n\n\nMarket Decipher (2023), \u201cCollectibles Market Size, Statistics, Growth Trend Analysis and Forecast Report, 2023-2033,\u201d <a href=https://www.ama.org/"https:////marketdecipher.com//report//collectibles-market/" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/marketdecipher.com\/report\/collectibles-market<\/a>.<\/p>\n\n\n\nThredUp (2023), \u201cResale Report,\u201d (accessed August 9, 2023), <a href=https://www.ama.org/"https:////www.thredup.com//resale/" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.thredup.com\/resale<\/a>.<\/p>\n\n\n\n\n\nGo to the <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-research///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing Research<\/a><\/em><\/p>\n\n\n","post_title":"The Heritage Discount: The Story Behind the Price","post_excerpt":"A Journal of Marketing Research study explores the \"heritage discount,\" whereby sellers of sentimental goods accept lower prices from buyers who share a connection to the item's past\u2014even if the buyer would've paid more.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-heritage-discount-the-story-behind-the-price","to_ping":"","pinged":"","post_modified":"2025-11-18 11:45:02","post_modified_gmt":"2025-11-18 17:45:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=210355","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":194542,"post_author":"210445","post_date":"2025-05-08 13:06:54","post_date_gmt":"2025-05-08 18:06:54","post_content":"\n\n\nPicture this: A kids\u2019 menu contains some healthy options, so a parent decides to order one for their child\u2014perhaps grilled chicken bites with baby carrots. However, when it comes to the parent's own order, they choose something less healthy, such as a cheeseburger with fries. They do this not because they necessarily want a burger themselves but out of concern that their child won\u2019t like or eat their healthy meal, so the parent uses their own meal as a backup option. This common scenario reveals a complex dynamic in family dining that has significant implications for restaurants, policymakers, and public health.<\/p>\n\n\n\nA <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231184830/" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing Research <\/em>article<\/a> dives deep into the dynamics of these parent\u2013child consumption choices through a series of studies, including interviews, a field experiment at a nursery school, and lab experiments. When parents choose healthy options for their kids in settings where sharing is possible, they often make unhealthy choices for themselves. This isn't simply a matter of parents rewarding themselves; rather, it reflects a deeper tension between present-focused concerns (\"will my child eat enough?\") and future-focused concerns (\u201cis my child learning healthy eating habits?\u201d).<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n\"When parents choose healthy options for their kids in settings where sharing is possible, they often make unhealthy choices for themselves.\"<\/p>\n<\/blockquote>\n\n\n\nThe research identifies a psychological process in which parents focus so heavily on their child's needs that they view their own meal as an extension of their child's plate, often leveraging it as an alternative option for their child. This behavior not only impacts immediate consumption but could also have longer-term implications related to the wellness of the parents and, in turn, the wellness of the family the as a whole, as well as the modeling of unhealthy habits for children\u2014despite parents' good intentions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-can-restaurants-and-policymakers-do\">What Can Restaurants and Policymakers Do?<\/h2>\n\n\n\nFor restaurants and policymakers, these findings suggest the need for a more holistic approach to family dining. Simply adding healthy options to kids' menus isn't enough; the entire dining ecosystem needs attention. Restaurants might consider menu language that promotes future-focused thinking about family meals, developing marketing communications that help set boundaries around food sharing, and working on aligning perceptions of healthy and tasty food. Meanwhile, policymakers should look beyond simply mandating healthy children's menu options to consider guidelines that address both children's and adults' choices, especially in settings where families eat together. Educational campaigns could help families prioritize future well-being over immediate concerns, thus addressing the psychological dynamics revealed in this research.\u2003<\/p>\n\n\n\nWe had the privilege of speaking directly with two authors, Kelley Gullo Wight and Peggy Liu, to dive deeper into their fascinating study. Read on for their insights and behind-the-scenes stories:<\/em><\/p>\n\n\n\nQ: What initially inspired you to study the relationship between parents\u2019 choices for their children and their subsequent choices for themselves? Can you share how the initial idea led to further studies and ultimately became the published article?<\/em><\/strong><\/p>\n\n\n\nDr. Wight:<\/strong> The initial inspiration came from personal observations during my first year of the PhD program. I got a cat and noticed an interesting pattern in my own behavior: I would go to the pet food store and spend a lot of time picking out the healthiest food. Afterward, I would go to the cupcake store next door and buy myself a cupcake. I started wondering, \"What is happening? Why am I doing this?\" This initial observation sparked broader research into how our initial choices for close others might affect our subsequent choices for ourselves.<\/p>\n\n\n\nDr. Liu:<\/strong> At some point along the journey for this project, we expanded our study to consider a huge variety of relationships, such as siblings, competitive relationships, and friendships. However, what the JMR <\/em>review team wanted us to do was, instead of covering every possible type of choice for others affecting choice for self, to think more about one specific type of context where it's common to make choices for others and to figure out why there are influences between choices for others and choices for self in that context. By focusing on the parent\u2013child relationship, we were able to develop a much stronger and more impactful paper.<\/p>\n\n\n\nQ: Were there any challenges in earlier studies, such as the field study conducted in the nursery school? How did you ultimately execute it?<\/em><\/strong><\/p>\n\n\n\nDr. Wight:<\/strong> The original version of the paper included a field study at a dog park. When the review team wanted us to focus specifically on parent\u2013child relationships, we needed to find a replacement field study, which proved quite challenging during COVID.<\/p>\n\n\n\nUltimately, we partnered with a nursery school. While we couldn't directly observe parents and children eating because of COVID protocols, they allowed us to coordinate take-home meal orders for families. We are very grateful to the nursery school for their willingness to work with us. After the research was completed, we were able to give back to the community by conducting workshops about families with the parents, which was really great.<\/p>\n\n\n\nQ: Could greater literacy regarding sustainable and health-conscious food choices make a difference? What suggestions would you offer to parents based on your findings?<\/em><\/strong><\/p>\n\n\n\nDr. Wight:<\/strong> Focusing on sustainability and avoiding food waste could have a countereffect here: people might be more likely to pick a less healthy backup option to make sure all food is eaten. One thing that seems to be going on is that it may be valuable as a parent to be able to provide a wide variety of options that you have (as the parent) cleared as being healthy and to then let the child pick among them. This way, you're still exerting control as the parent, and the child has a greater variety of healthy options to pick from, which might encourage healthier eating and help ensure that they pick the healthy options that they view as especially tasty.<\/p>\n\n\n\nDr. Liu:<\/strong> I think most parents and adults know what's healthy and unhealthy. Our research suggests that it is really important to emphasize that parents have a future focus (e.g., thinking about their child\u2019s development of healthy habits for their future) instead of just a present focus (e.g., thinking about their child\u2019s eating at that present moment). I think it\u2019s also important to help people\u2014both adults and children\u2014understand that health and taste can be aligned. There's some interesting research in nutrition that shows you have to try food many times before you can actually know if you like it.<\/p>\n\n\n\nQ: Based on your research, what adjustments would you suggest to restaurants to help promote healthier eating habits, particularly given that many kids' meals today tend to be unhealthy?<\/em><\/strong> How could these insights be applied in public health initiatives?<\/em><\/strong><\/p>\n\n\n\nDr. Liu:<\/strong> While some companies and school cafeterias have tried to encourage providing children with healthier meals, we need to think about both short-term and long-term impacts. One key aspect would be to make health and taste feel more aligned for children. I think it\u2019s important for children to develop actual enjoyment of these healthier options. Many parents know that it's not good for their kids to eat unhealthy options frequently; to the extent that restaurants or companies could help children develop healthier habits, I think parents would be willing to eat [at these locations] more frequently.<\/p>\n\n\n\nDr. Wight:<\/strong> The White House released a <a href=https://www.ama.org/"https:////www.whitehouse.gov//briefing-room//statements-releases//2023//03//24//fact-sheet-biden-harris-administration-launches-the-white-house-challenge-to-end-hunger-and-build-healthy-communities-announces-new-public-private-sector-actions-to-continue-momentum-from-hist///" target=\"_blank\" rel=\"noreferrer noopener\">challenge<\/a> in 2023 for restaurants and businesses to offer more healthy children's options, and many companies signed up. Our research insights suggest that we can't only focus on the healthy options we offer on the kids' menu or how we advertise healthy options for kids. We have to think about how parents pick their own meals as well because what really matters is what's available on the table.<\/p>\n\n\n\nQ: Given societal pressure, such as the ideal of a \"perfect parent,\" or when in a social event with other parents, will parents\u2019 behavior change?<\/em><\/strong><\/p>\n\n\n\nDr. Wight:<\/strong> I think, in some ways it's an empirical question\u2014something that could be interesting to study. With these kinds of parental peer pressure situations, I see where it could result in parents being more likely to try to encourage their children to eat healthy, which exacerbates the concern about whether they will eat enough to be full (such that parents choose unhealthy backup options). However, in other ways, parents may also choose healthy for themselves, given their peer influence. Something else could happen too. When you're sitting with your parent friend and want to hang out, maybe you want to settle your child as soon as possible and give them something unhealthy that you know they\u2019ll eat without any protest. This depends on all kinds of factors, which adds another layer of social influence to this kind of social dynamic.<\/p>\n\n\n\nQ: Beyond food, do you think similar behaviors might arise in other caregiving areas, such as educational choices (e.g., extracurriculars) or financial decisions for children? Are there common threads across different contexts?)<\/em><\/strong><\/p>\n\n\n\nDr. Liu:<\/strong> I think one broad concept that ties all these areas together is that parents make sacrifices. As parents, you may sacrifice your time, money, and consumption preferences across these domains. However, some of our findings in this particular JMR<\/em> paper are fairly specific to food in the sense that if you think about something like the problems of sharing food and the immediate concerns of the child\u2019s hunger, I'm not sure how those concepts translate as easily to education choices. There are parents who drive themselves ragged, trying to drive their children all over town to every extracurricular, when really what might have been better for the child and the whole family's well-being is if the parent was less stressed. Therefore, while this is a bit removed from what this research project focused on empirically, it has a broader theme of sacrificing your own well-being for the child. This area of sacrifice is a really interesting one, I think, especially given recent calls by the <a href=https://www.ama.org/"https:////www.hhs.gov//about//news//2024//08//28//us-surgeon-general-issues-advisory-mental-health-well-being-parents.html/" target=\"_blank\" rel=\"noreferrer noopener\">U.S. Surgeon General<\/a> for more work on the well-being of caregivers.<\/p>\n\n\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-references\">References<\/h4>\n\n\n\nKelley Gullo Wight, Peggy J. Liu, Lingrui Zhou, and Gavan J. Fitzsimons (2024), \"<a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231184830/" target=\"_blank\" rel=\"noreferrer noopener\">Sharing Food Can Backfire: When Healthy Choices for Children Lead Parents to Make Unhealthy Choices for Themselves<\/a>,\" Journal of Marketing Research<\/em>, 61 (3), 451\u201371. <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231184830/" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/doi.org\/10.1177\/00222437231184830<\/a><\/p>\n\n\n\nThe White House (February 27, 2024), \"<a href=https://www.ama.org/"https:////www.whitehouse.gov//briefing-room//statements-releases//2024//02//27//fact-sheet-the-biden-harris-administration-announces-nearly-1-7-billion-in-new-commitments-cultivated-through-the-white-house-challenge-to-end-hunger-and-build-healthy-communities///" target=\"_blank\" rel=\"noreferrer noopener\">FACT SHEET: The Biden-Harris Administration Announces Nearly $1.7 Billion in New Commitments Cultivated Through the White House Challenge to End Hunger and Build Healthy Communities<\/a>\"<\/p>\n\n\n\nU.S. Department of Health and Human Services (August 28, 2024), \"<a href=https://www.ama.org/"https:////www.hhs.gov//about//news//2024//08//28//us-surgeon-general-issues-advisory-mental-health-well-being-parents.html/" target=\"_blank\" rel=\"noreferrer noopener\">U.S. Surgeon General Issues Advisory on the Mental Health and Well-Being of Parents<\/a>.\"<\/p>\n\n\n\nGo to the <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-research///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing Research<\/a><\/em><\/p>\n\n\n","post_title":"The Parent's Plate Problem: How Good Intentions for Kids Lead to Poor Food Choices for Adults","post_excerpt":"A Journal of Marketing Research study shows that when parents choose healthy food options for their kids, they often end up making unhealthy choices for themselves.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-parents-plate-problem-how-good-intentions-for-kids-lead-to-poor-food-choices-for-adults","to_ping":"","pinged":"","post_modified":"2025-05-08 13:41:45","post_modified_gmt":"2025-05-08 18:41:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=194542","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":194294,"post_author":"188","post_date":"2025-05-07 12:57:12","post_date_gmt":"2025-05-07 17:57:12","post_content":"\nThe fight against food waste has gained global momentum, with policies like California\u2019s ban on \u201csell by\u201d dates aiming to reduce unnecessary disposal. A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241299392/" target=\"_blank\" rel=\"noreferrer noopener\">new Journal of Marketing<\/em> study<\/a> finds that consumer perceptions about food healthiness play a surprisingly critical role in waste decisions. We discover that healthy foods are more likely to be discarded when nearing their expiration dates because consumers perceive them as more perishable\u2014even when actual freshness is the same.<\/p>\n\n\n\nThis misperception has wide-reaching consequences. Consumers demand steeper discounts for healthy foods close to expiration, are less likely to consume them, and ultimately waste them more often than less healthy options. These biases not only undermine sustainability efforts but also create challenges for retailers striving to balance inventory management and profit margins.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-misconceptions-about-freshness\">Misconceptions About \"Freshness\"<\/h2>\n\n\n\nOur research reveals a fundamental disconnect in how consumers evaluate healthy and unhealthy foods. Healthy items are often perceived as \u201cfresher,\u201d which ironically leads to the belief that they spoil faster. This misconception influences decisions across the food value chain\u2014from purchase to consumption to disposal. For example, consumers are less likely to eat a salad nearing its expiration date compared to a similarly aged bag of chips, believing the former to be riskier to their health.<\/p>\n\n\n\nRetailers face the ripple effects of these biases. Healthy foods nearing expiration often require deeper price cuts to incentivize purchase. This impacts profit margins and creates logistical challenges in maintaining stock levels.<\/p>\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<h3 class=\"wp-block-heading\" id=\"h-key-insights\">Key Insights<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Consumers Demand Larger Discounts for Healthy Foods Nearing Expiry<\/strong> Healthy items close to their expiration dates are often perceived as riskier to consume, causing consumers to demand steeper price reductions compared to unhealthy alternatives. <\/li>\n\n\n\n<li>Healthy Foods Are Wasted More Frequently<\/strong> The belief that healthy foods spoil faster means consumers are more likely to discard these items before their expiration dates, leading to higher levels of waste. <\/li>\n\n\n\n<li>Bias in Leftover Decisions<\/strong> When presented with leftover foods, consumers are less inclined to eat healthy options and are quicker to dispose of them compared to less healthy choices, believing the former to be less safe.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-implications-for-marketers-and-policymakers\">Implications for Marketers and Policymakers<\/strong><\/h2>\n\n\n\nFor marketers and retailers, these findings offer actionable insights. Addressing these misperceptions through better labeling and communication can help shift consumer behavior. For instance, emphasizing the durability and stability of healthy foods could mitigate concerns about spoilage. Campaigns that educate consumers about the true perishability of items\u2014highlighting facts like the longevity of certain produce or the minimal risks of consuming healthy foods slightly past their expiration dates\u2014can also play a crucial role.<\/p>\n\n\n\nIn addition, current regulations often emphasize the removal of ambiguous date labels but overlook the underlying biases that drive consumer behavior. Policymakers can complement these efforts by promoting educational initiatives that challenge misconceptions about healthy food spoilage. Encouraging transparency in food labeling and creating consistent messaging around expiration dates can reduce waste across households and retail environments.<\/p>\n\n\n\nWe also observe opportunities for innovation. Retailers could experiment with dynamic pricing models tailored to healthy foods nearing expiration, offering targeted discounts that maintain profitability while encouraging consumption. Additionally, grocery stores could partner with brands to develop packaging that reassures consumers about the freshness of healthy items, even as they approach their expiration dates.<\/p>\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<ul class=\"wp-block-list\">\n<li>Clearer Labeling<\/strong>: Retailers can introduce packaging that emphasizes the durability and stability of healthy foods, correcting the belief that they spoil faster. <\/li>\n\n\n\n<li>Consumer Education Campaigns<\/strong>: Policymakers and industry leaders can develop initiatives that educate consumers about the true perishability of healthy foods, particularly those that appear fresher but have similar shelf lives to less healthy items. <\/li>\n\n\n\n<li>Dynamic Pricing Models<\/strong>: Retailers might adopt targeted discount strategies that account for perceived risks while maintaining profitability.<\/li>\n<\/ul>\n<\/div>\n\n\n\nBeyond waste reduction, these strategies align with broader goals of promoting healthy eating and sustainability. By making consumers feel more confident about purchasing and consuming healthy foods close to expiry, marketers and policymakers can drive both health and environmental benefits.<\/p>\n\n\n\n\n\nSource:<\/strong> Christine Kim, Young Eun Huh, and Brent McFerran, \"<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241299392/" target=\"_blank\" rel=\"noreferrer noopener\">To Dispose or Eat? The Impact of Perceived Healthiness on Consumption Decisions for About-to-Expire Foods<\/a>,\" <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\nGo to the <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n\n","post_title":"Healthy But Wasted: How Consumer Misconceptions About Expiration Dates Increase Food Waste and Eat Into Profit Margins","post_excerpt":"A Journal of Marketing study shows consumers perceive healthy foods as \u201cfresher,\u201d leading to the belief that they spoil faster. This causes both unnecessary food waste and lost profits.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"healthy-but-wasted-how-consumer-misconceptions-about-expiration-dates-increase-food-waste-and-eat-into-profit-margins","to_ping":"","pinged":"","post_modified":"2025-05-07 12:57:24","post_modified_gmt":"2025-05-07 17:57:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=194294","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":192178,"post_author":"208822","post_date":"2025-04-08 11:32:36","post_date_gmt":"2025-04-08 16:32:36","post_content":"\nFor marketers, bold colors can be a strategic tool for grabbing attention on crowded shelves. But vibrant colors can have unintended consequences, causing consumers waste more, save less, or even risk their health. A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241296392/" target=\"_blank\" rel=\"noreferrer noopener\">new Journal of Marketing<\/em> study<\/a> uncovers a surprising link between what consumers see and the decisions they make, showing how something as simple as color choice can have far-reaching consequences for the environment, consumer health, and sustainability efforts. The study finds that products with highly saturated colors\u2014vivid reds, deep blues, and vibrant greens\u2014are consistently perceived as more potent and effective. This visual cue shapes consumer behavior in significant ways, often influencing how much of a product is used\u2014or wasted.<\/p>\n\n\n\nAcross several experiments and studies, the researchers find that consumers overestimate the effectiveness of products based on color saturation\u2014the richness, strength, or purity of a color\u2014leading them to believe products with such colors are more potent. Consumers then use this perception of potency to infer how effective a product will be. This means that a more vivid and intense color can make a product seem more effective, even if the color has nothing to do with how well the product actually works. People make these inferences based on the color of both the product itself and its packaging. In addition, color saturation influences perceptions of product efficacy in advertising.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\nA more vivid and intense color can make a product seem more effective, even if the color has nothing to do with how well the product actually works.<\/p>\n<\/blockquote>\n\n\n\nFor example, in one study, the researchers showed participants images of laundry detergent bottles. Some bottles had packaging with highly saturated colors, while others had less saturated colors. People were more likely to buy the detergent with the more saturated packaging because they believed it to be more effective. Researchers found similar results when showing people work gloves with varying levels of color saturation, suggesting that the link between color saturation and perceived efficacy extends beyond consumable products to durable goods.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2025//04//Figure-2.jpg?resize=1024,324\%22 alt=\"\" class=\"wp-image-192186\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-product-color-affects-the-amount-consumers-use\">Product Color Affects The Amount Consumers Use<\/h2>\n\n\n\nColor also affects how much of a product people use. When the researchers placed hand sanitizer dispensers with varying color saturation in university lecture halls, people used significantly less of a highly saturated sanitizer than a less saturated option. In another study, students used less of a highly saturated cleaner to clean their desks. Although this might seem beneficial for promoting sustainable practices, it could be problematic for products where underuse is harmful.<\/p>\n\n\n\nAt the same time, the relationship between color saturation and perceived efficacy is not always straightforward. It can be influenced by other factors, such as a consumer\u2019s purchase goal. For instance, if a consumer is looking for a gentle facial cleanser, they might actually perceive a less saturated product to be more effective. This is because they associate lower saturation with gentleness, which is their desired benefit in this case. Conversely, a consumer searching for a strong facial cleanser would likely find the highly saturated product to be more appealing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-potential-for-misuse-or-underuse\">The Potential for Misuse or Underuse<\/h2>\n\n\n\nThe perception of increased potency can lead to unintended consequences. For example, consumers might underdose a brightly colored disinfectant, assuming a smaller amount will suffice. Similarly, medicines with bold packaging may be viewed as overly strong, causing hesitation or improper use.<\/p>\n\n\n\nSo while bold colors can enhance product appeal, the fact that consumers make split-second judgements based on color can cause them to be misled when it comes to how the product should be used, which is particularly concerning for items like medications or sanitizers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-implications-for-marketers-designers-and-policymakers\">Implications for Marketers, Designers<\/strong>, and Policymakers<\/h2>\n\n\n\nThe findings highlight a tradeoff for marketers. Bold packaging colors can effectively communicate efficacy and capture consumer attention, but they must be used responsibly to avoid unintended consequences. Designing packaging isn\u2019t just about aesthetics\u2014it\u2019s about functionality and trust. Marketers need to ensure that visual elements align with the intended use of the product, especially in categories where accuracy and safety are critical.<\/p>\n\n\n\nThe study emphasizes the importance of carefully considering color saturation when designing products, packaging, and advertising:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>If you want to promote product efficacy<\/strong>, consider using highly saturated colors.<\/li>\n\n\n\n<li>If you want to encourage sustainable consumption<\/strong>, use highly saturated colors for products that tend to be overused.<\/li>\n\n\n\n<li>However, avoid highly saturated colors for products where underuse could be harmful<\/strong>. In these cases, marketers might consider providing additional information about the product\u2019s potency to offset potential biases. For example, a label could read, \u201csame powerful formula without added dyes.\u201d<\/li>\n<\/ul>\n\n\n\nDesign choices like color saturation can play a key role in promoting resource conservation. Governments and organizations are urging people to conserve resources, reduce waste, and adopt healthier habits. This research suggests marketers, regulators, and consumers can rethink product packaging to promote more sustainable and responsible behavior.<\/p>\n\n\n\nThe findings may also be used to help address public health campaigns, ensuring consumers use sufficient amounts of medicines or disinfectants where needed. The underuse of important products like disinfectants or medications because of misleading color perceptions could exacerbate issues during health crises or flu seasons, making this a public health issue. Color psychology can be leveraged to encourage people to use just the right amounts of products to cut down on environmental waste without sacrificing efficacy.<\/p>\n\n\n\nIn sum, marketers should align visual design with consumer expectations and product functionality. In a world where packaging often serves as a primary touchpoint for consumers, getting the balance right is crucial.<\/p>\n\n\n\n\n\nSource: <\/strong>Lauren I. Labrecque, Stefanie Sohn, Barbara Seegebarth, and Christy Ashley, \"<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241296392/" target=\"_blank\" rel=\"noreferrer noopener\">Color Me Effective: The Impact of Color Saturation on Perceptions of Potency and Product Efficacy<\/a>,\" <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\nGo to the <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","post_title":"More Vivid=More Effective? How Saturated Colors Impact Consumer Behavior\u2014And Waste","post_excerpt":"A Journal of Marketing study finds that products with saturated colors\u2014vivid reds, deep blues, and vibrant greens\u2014are perceived as more effective. Though they grab consumers' attention, these colors can have unintended consequences on consumer health and sustainability efforts.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"more-vividmore-effective-how-saturated-colors-impact-consumer-behavior-and-waste","to_ping":"","pinged":"","post_modified":"2025-04-08 13:19:28","post_modified_gmt":"2025-04-08 18:19:28","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=192178","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":188485,"post_author":"206828","post_date":"2025-03-11 05:00:00","post_date_gmt":"2025-03-11 10:00:00","post_content":"\nIn recent years, governments and organizations have introduced policies to combat nutritional inequality, such as increasing the availability of affordable, healthy foods and taxing unhealthy options. Despite these efforts, a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241296048/" target=\"_blank\" rel=\"noreferrer noopener\">new Journal of Marketing<\/em> study<\/a> finds that such initiatives often fail to significantly change dietary habits among low-socioeconomic status (SES) consumers. Our research team explores why these interventions fall short and discover that the issue isn\u2019t just about access or cost\u2014it\u2019s about perception. Low-SES consumers prioritize different attributes in their food choices, such as fillingness and taste, over healthiness. These preferences and perceptions are shaped by their socioeconomic realities, creating unique obstacles to adopting healthier diets.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-fillingness-taste-and-healthiness\">Fillingness, Taste, and Healthiness<\/strong><\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The Role of Food Attributes in Choices<\/strong> <\/em> Our study highlights three key attributes\u2014fillingness, taste, and healthiness<\/strong>\u2014that shape food choices. While all consumers value taste, low-SES individuals place a much greater emphasis on fillingness, often at the expense of healthiness. In contrast, high-SES consumers prioritize healthiness, reflecting their access to more abundant and diverse food options. <\/li>\n\n\n\n<li>Perceived Relationships Between Attributes<\/strong> <\/em> Low-SES consumers often associate healthy foods with being less filling and less tasty, reinforcing their preference for high-calorie, less nutritious options. These beliefs stem from limited exposure to healthy foods and fewer opportunities to experiment with cooking. High-SES individuals, who face fewer resource constraints, are less likely to hold these negative associations. <\/li>\n\n\n\n<li>Fillingness as a Critical Factor<\/strong> <\/em> Fillingness, while often overlooked in public health strategies, is crucial for low-SES consumers. For individuals facing food insecurity or limited resources, satiety is a pressing concern. Policies and campaigns that ignore this dimension risk promoting foods that low-SES consumers perceive as unappealing or insufficient.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-implications-for-policymakers\">Implications for Policymakers<\/strong><\/h2>\n\n\n\nOur findings suggest that addressing nutritional inequality requires more than just making healthy foods affordable and accessible. Policymakers should focus on creating and promoting healthy options that are perceived as both filling and tasty.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Expand the Availability of Filling Healthy Foods<\/strong>: Increase access to options like whole grains, legumes, and lean proteins, which are both nutritious and satiating. <\/li>\n\n\n\n<li>Incorporate Fillingness in Subsidies<\/strong>: Subsidize filling healthy foods to make them more affordable and attractive to low-SES consumers.<\/li>\n<\/ul>\n\n\n\nPublic health campaigns should also work to reshape perceptions. By emphasizing the satisfying and flavorful aspects of healthy foods, marketers and policymakers can challenge the belief that \u201chealthy equals unsatisfying or bland.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-marketing-and-industry-applications\">Marketing and Industry Applications<\/strong><\/h2>\n\n\n\nFrom a marketing perspective, our research offers actionable strategies to encourage healthier eating habits:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Reframe the Narrative<\/strong>: Highlight the filling and tasty qualities of healthy foods through advertising and packaging. <\/li>\n\n\n\n<li>Product Development<\/strong>: Design healthy food options that cater to low-SES preferences for satiety and flavor. <\/li>\n\n\n\n<li>Retail Strategies<\/strong>: Promote healthy, filling meals in stores, particularly in low-income neighborhoods, to align with consumer priorities.<\/li>\n<\/ul>\n\n\n\nThese approaches borrow from the tactics used to market unhealthy foods but reapply them to encourage better choices.<\/p>\n\n\n\nNutritional inequality is a complex issue that cannot be solved by supply-side solutions alone. Our research shows that consumer preferences and perceptions\u2014particularly regarding fillingness and taste\u2014play a critical role in shaping dietary habits. Addressing these psychological and cultural factors is essential for making healthy foods more appealing and accessible to low-SES populations.<\/p>\n\n\n\nFor policymakers, marketers, and public health advocates, the path forward lies in promoting the fillingness and flavor of healthy foods, ensuring that they meet the needs and expectations of disadvantaged communities.<\/p>\n\n\n\n\n\nSource:<\/strong> Bernardo Andretti, Yan Vieites, Larissa Elmor, and Eduardo B. Andrade, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241296048/" target=\"_blank\" rel=\"noreferrer noopener\">How Socioeconomic Status Shapes Food Preferences and Perceptions<\/a>,\u201d <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\nGo to the <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","post_title":"Why Low-Income Consumers Avoid Healthy Foods\u2014and How to Change Their Minds","post_excerpt":"A Journal of Marketing study shows that low-income consumers' unhealthy food choices aren't just about access or cost\u2014they're about perception.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"why-low-income-consumers-avoid-healthy-foods-and-how-to-change-their-minds","to_ping":"","pinged":"","post_modified":"2025-03-10 17:19:55","post_modified_gmt":"2025-03-10 22:19:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=188485","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"}]" />

Consumer Behavior

What is Consumer Behavior?

Consumer behavior refers to the study of how customers (individuals and organizations) satisfy their needs and wants by choosing, purchasing, using, and disposing of goods, ideas, and services.

Why is Consumer Behavior Important?

Consumer behavior helps marketers learn what influences buying decisions. This knowledge helps marketers identify products and services that fulfill consumer needs and fill a gap in the market.