Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

    We have a manual that explains all the features 

Record number 511206
Title Regular or low-fat? An investigation of the long-run impact of the first low-fat purchase on subsequent purchase volumes and calories
Author(s) Cleeren, Kathleen; Geyskens, Kelly; Verhoef, Peter C.; Pennings, Joost M.E.
Source International Journal of Research in Marketing 33 (2016)4. - ISSN 0167-8116 - p. 896 - 906.
DOI http://dx.doi.org/10.1016/j.ijresmar.2016.04.001
Department(s) Marketing and Consumer Behaviour
WASS
Publication type Refereed Article in a scientific journal
Publication year 2016
Keyword(s) Household panel data - Long-run impact - Low-fat - Overpurchasing - Structural break analysis
Abstract

Health organizations stimulate the development of low-fat variants to fight the obesity epidemic. We examine the effectiveness of this policy by studying the short- and long-term consequences of the first low-fat purchase on subsequent purchased volume and calories. Using a structural break analysis, we show that purchases increase in the short run after the first low-fat purchase, thereby confirming the single-occasion overconsumption effect of low-fat as shown in the experimental literature. Importantly, our results also show a significant positive long-term effect, which suggests that overpurchasing persists in the long run. In addition, our findings show that the long-term overpurchasing after the first low-fat purchase is solely due to the overpurchasing of low-fat items and not of regular items. These results provide support for the overgeneralization of claim effects and habit formation resulting in the enduring effect of healthier variants of unhealthy food.

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