Nudging Nutrition With Monetary Incentives Environmental Cues

NCT ID: NCT02461108

Nudging Nutrition: Evaluating the Impact of Monetary Incentives and Environmental Cues on Food Choices
The investigators hypothesize that monetary incentives and messaging, such as making nutritious foods relatively less expensive than less nutritious foods and framing the price difference in a positive or negative way, will influence purchasing behavior of households.
In this study, 239 loyalty card shoppers were recruited at Hannaford grocery stores to participate in a study in which a 10% price difference between nutritious and less nutritious foods was introduced. and then framed as a subsidy, tax, or a combination of a tax and subsidy. To determine whether or not the framing of the price difference influenced purchasing behavior, the difference was framed as a subsidy on nutritious foods, a tax on less nutritious foods, and a combination of a tax and subsidy on less nutritious and nutritious foods, respectively. The purpose of this study was to examine the general impact of this price difference on purchases of nutritious and less nutritious foods, and whether or not the framing of the price difference had a differential effect on behavior.
Obesity, Food Labeling, Health Behavior, Diet
Public policy, Food choice, Nutrition labeling, Fat tax, Vegetable subsidy, Behavioral economics, Health behavior
Cornell University
Cornell University, National Institutes of Health (NIH), Ohio State University, Eunice Kennedy Shriver National Institute of Child Health and Human Development (NICHD)
Last Updated
31 May 2015
Official Link
Pope L, Hanks AS, Just DR, Wansink B. New Year's res-illusions: food shopping in the new year competes with healthy intentions. PLoS One. 2014 Dec 16;9(12):e110561. doi: 10.1371/journal.pone.0110561.

United States