Partitioned Shopping Carts: Assortment Allocation Cues That Increase Fruit and Vegetable Purchases BRIAN WANSINK DILIP SOMAN KENNETH C. HERBST COLLIN R. PAYNE* *Brian Wansink is the John S. Dyson Chair of Marketing in the Charles H. Dyson School of Applied Economics and Management, Cornell University, 110 Warren Hall, Ithaca, NY 14853-7801; 607.254.6302, wansink@cornell.edu. Dilip Soman is Corus Professor of Communications Strategy and Professor of Marketing at the Rotman School of Business at the University of Toronto, 105 S. George Street, Toronto, Ontario M5S 3E6; 416.946.0195, dilip.soman@rotman.utoronto.ca. Kenneth C. Herbst is an Assistant Professor of Marketing in the Schools of Business at Wake Forest University, 1834 Wake Forest Road, Winston-Salem, NC 27106; 336.758.4215, herbstk@wfu.edu. Collin R. Payne is an Assistant Professor of Marketing at New Mexico State University, 310 Guthrie Hall, Las Cruces, NM 88003-8001; 575.646.6693, crp@nmsu.edu. Support for this project was made possible from the Hatch Grant Program of the US Department of Agriculture, from the Social Sciences and Humanities Research Council, and by cooperation from two national grocery store chains in the U.S. and from one independent grocery store in Canada. We thank Mitsuru Shimizu, Ailing Chua, Neuri Park, Adrienne Lo, Jason Yu, Kate Stein, Laura E. Smith, Jennifer Cole Nobel, Jennifer Wansink, Pierre Chandon, and Aner Tal for their research assistance.