Haiyang Yang, Ziv Carmon, Barbara Kahn, Anup Malani, Janet Schwartz, Kevin Volpp, Brian Wansink
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. © 2012 Springer Science+Business Media, LLC.
INSEAD, Singapore, Singapore; University of Pennsylvania, Philadelphia, PA, United States; University of Chicago, Chicago, IL, United States; Tulane University, New Orleans, LA, United States; Cornell University, Ithaca, NY, United States
