An unhealthy food offers an immediate gratifying experience but has negative long-term outcomes, and a healthy food offers a less gratifying experience in the short run but has fewer negative long-term outcomes (Wertenbroch 1998). Healthy and unhealthy foods fall into the category of relative virtue and vice products (Kivetz and Keinan, 2006 Thomas, Desai, and Seenivasan 2011), respectively. They differ in the gain and loss domain, such that relative vices refer to products that provide immediate benefits (e.g., the good taste of crisps) but delayed costs (e.g., obesity in the future) and relative virtues refer to products that have immediate costs (e.g., the bad taste of oat bran) but delayed benefits (e.g., good health in the future). Virtue and vice products are related concepts (ParreƱo-Selva, Mas-Ruiz, and Ruiz-Conde 2014). Despite this, marketing scholars have paid intermittent attention to the effect of price promotions of virtue and vice products on sales using scanner data. Products with virtuous features provide consumers with alternative choices to regular products, and retailers endeavor to use price promotions to propel sales of these products.
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