Supersized “Pricing” of Foods Increase Risk of Diabetes

Researchers examined the interplay between supersize pricing strategies and the effect on health by evaluating both marketing theories and public policy implications. The researchers found that "supersize" pricing strategies not only lead to greater purchase and consumption, but that they do so by impacting important consumer goals in unrelated areas, including by decreasing the importance placed on health goals. While supersized pricing can have a powerful effect on purchase behavior through focus on unit pricing, the decreased focus on health can be prevented by providing health cues. Supersized pricing can also be utilized to increase size choice of healthy foods. "In conclusion, the study demonstrated that supersized pricing leads to an increase in the quantity of food purchased and consumed due to the decreased importance of health and enhanced focus on financial value. Kelly L. Haws, Karen Page Winterich (2013) When Value Trumps Health in a Supersized World. Journal of Marketing: May 2013, Vol. 77, No. 3, pp. 48-64