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New Year’s Res-Illusions: Food Shopping in the New Year Competes with Healthy Intentions

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  • Lizzy Pope
  • Andrew S Hanks
  • David R Just
  • Brian Wansink

Abstract

Objective: How do the holidays – and the possible New Year’s resolutions that follow – influence a household’s purchase patterns of healthier foods versus less healthy foods? This has important implications for both holiday food shopping and post-holiday shopping. Methods: 207 households were recruited to participate in a randomized-controlled trial conducted at two regional-grocery chain locations in upstate New York. Item-level transaction records were tracked over a seven-month period (July 2010 to March 2011). The cooperating grocer’s proprietary nutrient-rating system was used to designate “healthy,” and “less healthy” items. Calorie data were extracted from online nutritional databases. Expenditures and calories purchased for the holiday period (Thanksgiving-New Year’s), and the post-holiday period (New Year’s-March), were compared to baseline (July-Thanksgiving) amounts. Results: During the holiday season, household food expenditures increased 15% compared to baseline ($105.74 to $121.83; p

Suggested Citation

  • Lizzy Pope & Andrew S Hanks & David R Just & Brian Wansink, 2014. "New Year’s Res-Illusions: Food Shopping in the New Year Competes with Healthy Intentions," PLOS ONE, Public Library of Science, vol. 9(12), pages 1-7, December.
    • Handle: RePEc:plo:pone00:0110561
    DOI: 10.1371/journal.pone.0110561
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    References listed on IDEAS

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    1. Keith Wilcox & Beth Vallen & Lauren Block & Gavan J. Fitzsimons, 2009. "Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an Ironically Indulgent Decision," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 380-393.
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    Cited by:

    1. Widmar, Nicole J. Olynk & Byrd, Elizabeth S. & Wolf, Christopher A. & Acharya, Lalatendu, 2016. "Health Consciousness and Consumer Preferences for Holiday Turkey Attributes," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-15, July.
    2. Wansink, Brian, 2017. "Healthy Profits: An Interdisciplinary Retail Framework that Increases the Sales of Healthy Foods," Journal of Retailing, Elsevier, vol. 93(1), pages 65-78.

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