Resumen de Vice-Virtue Bundles
Peggy J. Liu, Kelly L. Haws, Cait Lamberton, Troy H. Campbell, Gavan J Fitzsimons
We introduce a simple solution to help consumers manage choices between healthy and unhealthy food options: vice-virtue bundles. Vice-virtue bundles are item aggregates with varying proportions of both vice and virtue, holding overall quantity constant. Four studies compare choice and perceptions of differently composed vice-virtue bundles relative to one another and to pure vice and pure virtue options. Although multiple consumer segments can be identified, results suggest that people overall tend to prefer vice-virtue bundles with small (14 ) to medium (12 ) proportions of vice rather than large (34 ) proportions of vice. Moreover, people generally rate vice-virtue bundles with small vice proportions as healthier but similarly tasty as bundles with larger vice proportions. For most individuals, choice patterns are different from those predicted by variety-seeking accounts alone. Instead, these findings provide evidence of asymmetric effectiveness of small vice and virtue proportions at addressing taste and health goals, respectively.
