Marketing Letters

, Volume 23, Issue 2, pp 457–472 | Cite as

The Hot–Cold Decision Triangle: A framework for healthier choices



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.


Judgment and decision making Health goals Healthier decisions Self-regulation Self-control 


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Copyright information

© Springer Science+Business Media, LLC 2012

Authors and Affiliations

  • Haiyang Yang
    • 1
  • Ziv Carmon
    • 1
  • Barbara Kahn
    • 2
  • Anup Malani
    • 3
  • Janet Schwartz
    • 4
  • Kevin Volpp
    • 2
  • Brian Wansink
    • 5
  1. 1.INSEADSingaporeSingapore
  2. 2.University of PennsylvaniaPhiladelphiaUSA
  3. 3.University of ChicagoChicagoUSA
  4. 4.Tulane UniversityNew OrleansUSA
  5. 5.Cornell UniversityIthacaUSA

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