The vices and virtues of consumption choices: price promotion and consumer decision making
研究发现，价格促销对健康食品中的美德选择（如蔬菜）影响更大，而对不健康食品中的恶习选择（如零食）影响更大，这取决于消费者对两类产品的自我控制差异。
As consumers exhibit relatively more self-control over healthy products by limiting the purchase quantity of vice choices and buying more virtue choices to adhere to healthy-eating goals, a price promotion has a stronger effect on virtue than vice choices of healthy food. In contrast, consumers exhibit relatively less self-control over unhealthy products and evaluate price promotions as a persuasive temptation mechanism; thus, a price promotion has a stronger effect on vice than virtue choices of unhealthy food. The results of the empirical analyses provide support for these hypotheses.