Workshop Series: Jill Lei
Restaurants increasingly allow consumers to customize their food by either choosing items from available options or rejecting items from a pre-prepared set of options. In this study we examine the effect of these two decision frames (choose vs. reject) on consumers' food customization decisions. The results of three studies show that decision frames influence the relative number of healthy versus unhealthy items included in the customized food. This influence is further moderated by the presentation sequence of healthy and unhealthy options on the menu, and the (healthy or unhealthy) valence of the food to be customized (e.g., customize salad or pizza).
Jing (Jill) Lei is Senior Lecturer in the faculty of Business and Economics at University of Melbourne. She completed her Ph.D. in marketing at School of Business and Economics, Maastricht University, Netherlands. Her main research interests are in the areas of brand and line extension evaluations, the effect of negative information on brands, and food consumption. She has published her research in journals such as Journal of Marketing, Journal of Marketing Research, Journal of Retailing, Journal of Service Research, Marketing Letters, and other outlets.