管理科学与工程前沿论坛（25）暨建院四十周年院庆系列讲座——Saibal Ray

时间：2024-09-18

报告人：Saibal Ray 教授

邀请人：朱晗 教授

报告题目：Incentivizing Healthy Food Choices Using Add-on Bundling: A Field Experiment

报告时间：2024年09月25日（周三）下午16:00-17:00

报告地点：劝学楼425

主办单位：东北财经大学管理科学与工程学院
辽宁省大数据管理决策研究生创新与学术交流中心

【报告摘要】

How can retailers incentivize customers to make healthier food choices? Price, convenience, and taste are known to be among the main drivers behind such choices. Unfortunately, healthier food options are often expensive and infrequently promoted. Recent efforts in deploying healthy nudges to incentivize customers toward healthier food choices have been observed. In this paper, we conducted a field experiment with a global convenience store chain to better understand how different add-on bundle promotions influence healthy food choices. We considered three types of add-on bundles: (i) an unhealthy bundle (when customers purchased a coffee, they could add a pastry for $1), (ii) a healthy bundle (offering a healthy snack as an add-on), and (iii) choice bundle (offering either a pastry or a healthy snack). In addition to our field experiment, we conducted an online lab study to strengthen the validity of our results. We found that offering healthy snacks as part of an add-on bundle significantly increased healthy purchases (and decreased unhealthy purchases). Surprisingly, this finding continued to hold for the choice bundle, that is, even when unhealthy snacks were concurrently on promotion. Unfortunately, we did not observe a long-term stickiness effect, meaning that customers returned to their original (unhealthy) purchase patterns once the healthy or choice bundle was discontinued. Finally, we show that offering an add-on choice bundle is also beneficial for retailers, who can earn higher revenue and profit.

【报告人简介】

Saibal Ray教授，麦吉尔大学Desautels管理学院James McGil讲席教授、副院长。同时担任Desautels Business Leadership讲席教授，兼任Bensadoun School of Retail Management (BSRM)学术主任等职。POMS高级编辑，以及M&SOM和IIE Transactions副主编。研究成果发表于Management Science, Operations Research, Manufacturing and Service Operations Management, Marketing Science, Quantitative Marketing & Economics, Production and Operations Management, IIE Transactions, Naval Research Logistics, European Journal of Operational Research， International Journal of Production Economics等期刊。研究兴趣主要集中在供应链管理领域，聚焦于运作与市场营销交叉领域。具体包括：供应链风险管理、零售运作管理及农业食品与自然资源部门相关的供应链问题。两次获得Desautels Faculty Scholar Award，获得Quebec政府颁发的Teaching Excellence Award，以及Desautels Teaching Award等奖项。

撰稿：赵永丽     审核：朱晗