Large retail establishments often distribute free food samples to customers as they shop. These samples vary widely in nutritional value, from very healthy to less nutritious options. This raises an important question: How does the nature of a complimentary food sample—healthy or unhealthy—affect the subsequent purchasing decisions of consumers? Are shoppers influenced to buy more or less healthy products after sampling something good for them?
A recent paper published in the Journal of the Academy of Marketing Science, which is breaking new ground in the field, delves into this issue with rigorous scrutiny. The research, spearheaded by Dipayan Biswas, a Professor of Marketing at the University of South Florida, comprises a series of experiments conducted in real-world shopping environments. The study involved four distinct field studies, each designed to explore the relationship between the healthfulness of food samples and subsequent purchasing behaviour.
The findings of this comprehensive study are both surprising and enlightening. One key takeaway is that sampling a healthy food item can, counterintuitively, lead to an increase in the purchase of unhealthy foods. This phenomenon is particularly evident when the healthful nature of the sample is in stark contrast to the other available food choices. This suggests that the relative healthiness of the sample compared to the usual diet or available options plays a critical role in influencing consumer behaviour.
On the other hand, when the sampled food and the other available choices are similar in terms of healthfulness, consumers are more likely to maintain a pattern of choosing healthy foods. This alignment reinforces healthy eating habits rather than disrupts them. Therefore, the consistency between sampled items and overall dietary choices is pivotal in guiding consumer decisions positively.
The study also introduces the concept of a “health halo” effect, where sampling a healthy item may impart a false sense of nutritional virtue to consumers. This perceived virtue can lead to subsequent indulgence in less nutritious food options, as consumers might feel justified in treating themselves after making a seemingly virtuous choice. To counteract this psychological trap, the researchers suggest that consumers should be mindful of how similar the sampled food is to their usual or intended purchases, recognizing the potential influence on their immediate food choices.
Professor Biswas summarized the implications of his team’s research: “Our study looked at whether a free, complimentary healthy food item can actually be bad for you. What we found was that receiving one at a store or restaurant can lead consumers to subsequently purchase more indulgent foods.” This insight challenges the intuitive belief that sampling healthy foods will invariably promote a more nutritious diet, highlighting the complex ways in which small, seemingly beneficial actions can influence consumer behaviour in unexpected ways.
More information: Dipayan Biswas et al, Effects of sampling healthy versus unhealthy foods on subsequent food purchases, Journal of the Academy of Marketing Science. DOI: 10.1007/s11747-024-01047-4
Journal information: Journal of the Academy of Marketing Science Provided by University of South Florida