Beyond the Bargain: Deciphering the Complexities of Food Choices in Light of Consumer Identity
(A2024-119696)

AUTHORS

Sedigheh Monavari, Warwick Business School, University of Warwick, UK; Iman Ahmadi, Warwick Business School, the University of Warwick; Nick Lee, The University of Warwick; SeyedAlireza Mirbagheri, Sharif University of Technology; John Rudd, Warwick Business School

ABSTRACT

Online food delivery platforms have become more prevalent, presenting a competitive landscape where employing different marketing strategies plays a crucial role. Our study examines how discounts affect consumer food preferences, particularly in terms of calorie selection. Utilizing 1.1 million orders over four months of data from a leading online food delivery platform, we used multivariable linear regression to examine how discounts affect consumer calorie intake. Our findings reveal that higher discounts are associated with increased calorie consumption, aligning with the principles of Ego Depletion Theory. Additionally, prior caloric habits significantly predict discounted order calories. These insights have profound implications for public health policies and tailored marketing approaches, advocating for a nuanced understanding of the interplay between individual identity and consumer food choice in promoting healthier eating habits.