Flexible flexibility! Food categorization flexibility and utilitarian preference

Purpose The purpose of this study is to propose that high categorization flexibility’s positive influence on hedonic or affect-laden choice is attenuated by conservation and nutrition mind-sets. Further, categorization flexibility can also promote utilitarian or cognitively superior preference and may have a role in steering customers toward healthier dietary choices. Design/methodology/approach Two experimental studies document that the pro-utilitarian impact of food categorization flexibility can be facilitated by priming conservation mind-set and nutrition mind-sets. Findings The results of this study show that conservation and nutrition mind-sets not only mitigate the earlier-demonstrated facilitative influence of food categorization flexibility on hedonic food preference, but also facilitate utilitarian food preference. Originality/value The current study provides the first evidence that food categorization flexibility can facilitate both hedonic and utilitarian preferences. The findings contribute to literature streams on categorization flexibility, resource-scarcity and hedonic versus utilitarian consumption. In addition, the findings offer specific prescriptions about encouraging customers to choose utilitarian and relatively more healthful food options, which in turn will improve the general welfare of the society.