Wednesday, April 18, 2012

YANG Haiyang, CARMON Ziv, KAHN Barbara, MALANI Anup, SCHWARTZ Janet, VOLPP Kevin, WANSINK Brian
The Hot-cold Decision Triangle: A Framework for Healthier Choices
INSEAD Working Paper 2012/45/MKT

People often behave in ways that are clearly detrimental to their health. We review representative research on unhealthy behaviors within a parsimonious framework, the Hot-Cold Decision Triangle. Through this framework, we describe how when people embrace colder state reasoning—instead of risking the pitfalls of heuristics and visceral reactions—they are more likely to behave healthily. We also illustrate how some heuristics and visceral urges can be leveraged to encourage healthier choices. We conclude by discussing unexplored research directions, as well as substantive implications for individuals, marketers, and policymakers.