共 2 条
Cueing healthier alternatives for take-away: a field experiment on the effects of (disclosing) three nudges on food choices
被引:24
|作者:
Cheung, Tracy T. L.
[1
]
Gillebaart, Marleen
[1
]
Kroese, Floor M.
[1
]
Marchiori, David
[1
]
Fennis, Bob M.
[2
]
De Ridder, Denise T. D.
[1
]
机构:
[1] Univ Utrecht, Dept Social Hlth & Org Psychol, POB 80140, NL-3508 TC Utrecht, Netherlands
[2] Univ Groningen, Dept Mkt, Nettelbosje 2, NL-9747 AE Groningen, Netherlands
关键词:
Nudging;
Food choice;
Salience;
Social proof;
Transparency;
SOCIAL NORMS;
BEHAVIOR;
SELF;
ACCESSIBILITY;
DETERMINANTS;
ARCHITECTURE;
INITIATION;
CONSUMER;
D O I:
10.1186/s12889-019-7323-y
中图分类号:
R1 [预防医学、卫生学];
学科分类号:
1004 ;
120402 ;
摘要:
Background: The current field experiment demonstrates the effectiveness of nudging to promote healthy food choices. Methods: Three types of nudges were implemented at a take-away food vendor: 1) an accessibility nudge that placed fruits at the front counter; 2) a salience nudge that presented healthy bread rolls to be more visually attractive; and 3) a social proof nudge that conveyed yoghurt as a popular choice. We additionally assessed whether nudging effects would remain robust when a disclosure message was included. The field experiment was conducted over a seven-week period. The measured outcome was the sales of the targeted healthy food products. Results: The accessibility nudge significantly increased the sales of the fresh fruits. The impact of the salience nudge was limited presumably due to existing preferences or habits that typically facilitate bread purchases. As the sales of the yoghurt shakes remained consistently low over the seven-week period the impact of the social proof nudge remained unexamined. Critically, disclosing the purpose of the nudges did not interfere with effects. Conclusions: Current findings suggest nudging as an effective strategy for healthy food promotion, and offer implications for topical debate regarding the ethics of nudges.
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