Price Elasticity of Fruit (Shop For Success)

It is well known that the price of a given food affects the amount of that food an individual purchases. However, little is known about how specific groups, such as overweight/obese and those with lower incomes, change their food purchasing decisions depending on food price changes. Evidence has shown that these groups have lower quality diets and worse health outcomes than their normal weight and higher income counterparts. Therefore, it is important to gain a better understanding of how food price changes affect purchasing decisions among these populations in order to develop targeted nutrition interventions to improve their diet quality. To investigate this, the researchers will create a laboratory-based grocery store, in which pictures of foods will be used to substitute actual food. Food prices will be indicated on each picture. Participants will be given play money and a budget, and ask them to "purchase" foods in the mock grocery store. The price of food will be changed throughout the study to investigate how participants change their purchasing decisions based on these price changes.