The Hot-Cold Decision Triangle: A Framework for Healthier Choices

Yang, Haiyang, Carmon, Ziv, Kahn, Barbara, Malani, Anup, Schwartz, Janet, Volpp, Kevin and Wansink, Brian, The Hot-Cold Decision Triangle: A Framework for Healthier Choices (April 18, 2012). INSEAD Working Paper No. 2012/45/MKT. Available at SSRN: http://ssrn.com/abstract=2041943 or http://dx.doi.org/10.2139/ssrn.2041943

Abstract: 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.

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(Something interesting I found)Posted:Apr 01 2012, 12:00 AM by brendah
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