The paradox of choice: How indulgent options enhance subsequent healthy decision-making in consumers with low dietary self-control

Abstract

Through four studies, we establish that when consumers with low dietary self-control are presented with both healthy and indulgent food options, rather than being limited to only healthy or indulgent choices, their likelihood of selecting a healthy option in a subsequent choice significantly increases. We contend that the presence of an indulgent option along with a healthy option enhances the relative appeal of health-related goals by prompting tradeoff analyses between competing goals of health and indulgence. We found that this effect is particularly pronounced among consumers who exhibit limited self-control over dietary consumption. Our research not only contributes theoretically to the field of consumer successive decision-making but also offers practical implications for individuals and organizations seeking to design effective interventions for individuals highly susceptible to unhealthy dietary choices.