Under pressure: Nudging increases healthy food choice in a virtual reality supermarket, irrespective of system 1 reasoning

Every step you take: Nudging animal welfare product purchases in a virtual supermarket

Animal welfare (AW) is a growing concern for consumers in Germany; however, not all consumers regularly purchase products that have been produced according to high AW standards. The goal of the present study is to test the effect of a multilayered nudge to increase the availability and improve the visibility of AW products in a 3D online virtual supermarket (VS). The nudge included a shelf with AW products (referred to as AW shelf) which was made visible through banners and footsteps on the floor of the VS. The sample of this pre-registered experiment consisted of n = 374 German consumers who regularly purchase meat, milk, and eggs. The results demonstrated that the multilayered nudge was highly effective: the percentage of AW products purchased in the nudging condition was almost twice as high as in the control group. Furthermore, we investigated variables that mediate (ease of finding AW products in the VS) and moderate (price sensitivity) the effectiveness of the multilayered nudge, but no evidence for an effect was obtained. We conclude that multilayered nudges may be a promising tool to increase consumers' AW product purchases. More research is needed to replicate this finding with a field study in a real supermarket.

Changing the default order of food items in an online grocery store may nudge healthier food choices

Restructuring food environments, such as online grocery stores, has the potential to improve consumer health by encouraging healthier food choices. The aim of this study was to investigate whether repositioning foods within an experimental online grocery store can be used to nudge healthier choices. Specifically, we investigated whether repositioning product categories displayed on the website main page, and repositioning individual products within those categories, will influence selection. Adults residing in Australia (n = 175) were randomised to either intervention (high-fibre foods on top) or comparator condition (high-fibre foods on the bottom). Participants completed a shopping task using the experimental online grocery store, with a budget of up to AU$100 to for one person's weekly groceries. The results of this study show that the total fibre content per 100 kcal per cart (p < .001) and total fibre content per cart (p = .036) was higher in the intervention compared to comparator condition. Moreover, no statistical difference between conditions was found for the total number of fibre-source foods (p = .67), the total energy per cart (p = .17), and the total grocery price per cart (p = .70) indicating no evidence of implications for affordability. Approximately half of the participants (48%) reported that they would like to have the option to sort foods based on a specific nutrient criterion when shopping online. This study specifically showed that presenting higher-fibre products and product categories higher up on the online grocery store can increase the fibre content of customers' purchases. These findings have important implications for consumers, digital platform operators, researchers in health and food domains, and for policy makers.

The role of attention and health goals in nudging healthy food choice

Introduction

Nudging is a promising intervention technique that supports people in pursuing their healthy eating goals. Recent research suggests that, despite previous assumptions, disclosure of the presence of a nudge does not compromise nudge effectiveness. However, it is unknown whether attention to a nudge affects nudge effects. We assessed the role of attention systematically, by examining explicit and implicit attention to nudges, while also exploring healthy eating goals as a potential moderator.

Methods

Participants were assigned to a nudge (i.e., a shopping basket inlay with pictures of healthy items) or control condition (i.e., a shopping basket inlay with neutral pictures) and chose a snack in an experimental supermarket field study. Explicit and implicit attention (with a mobile eye-tracker) to nudges, healthiness of snack choice, and healthy eating goals were assessed.

Results

Results showed that attention to the nudge did not hamper the nudge's effect. Furthermore, individuals with strong healthy eating goals made healthier food choices in the nudge condition. Individuals with weak to non-existent healthy eating goals were not influenced by the nudge.

Discussion

Findings are in line with the viewpoint that nudging does not by definition work 'in the dark', and suggests that nudges support people in adhering to their healthy eating goal.

Reversing food preference through multisensory exposure

Experiencing food craving is nearly ubiquitous and has several negative pathological impacts prompting an increase in recent craving-related research. Food cue-reactivity tasks are often used to study craving, but most paradigms ignore the individual food preferences of participants, which could confound the findings. We explored the neuropsychological correlates of food craving preference using psychophysical tasks on human participants considering their individual food preferences in a multisensory food exposure set-up. Participants were grouped into Liked Food Exposure (LFE), Disliked Food Exposure (DFE), and Neutral Control (NEC) based on their preference for sweet and savory items. Participants reported their momentary craving for the displayed food stimuli through the desire scale and bidding scale (willingness to pay) pre and post multisensory exposure. Participants were exposed to food items they either liked or disliked. Our results asserted the effect of the multisensory food exposure showing a statistically significant increase in food craving for DFE participants postexposure to disliked food items. Using computational models and statistical methods, we also show that the desire for food does not necessarily translate to a willingness to pay every time, and instantaneous subjective valuation of food craving is an important parameter for subsequent action. Our results further demonstrate the role of parietal N200 and centro-parietal P300 in reversing food preference and possibly point to the decrease of inhibitory control in up-regulating craving for disliked food.

The development of an immersive mixed-reality application to improve the ecological validity of eating and sensory behavior research

Introduction

The modern eating environment has been implicated as a driving force of the obesity epidemic. Mixed reality applications may improve traditional methodological assessments of eating behavior by improving the ecological validity of the laboratory setting.

Methods

Research experts evaluated the utility and ecological validity of a mixed reality application that allowed immersion within virtual environments through utilizing the passthrough cameras of the head mounted display to view and interact with real foods. An initial evaluation was conducted that involved three virtual environments: a traditional laboratory booth, a non-textured restaurant, and a full-textured restaurant. The feedback from the initial evaluation was used to create a new virtual restaurant environment and a subsequent evaluation was conducted.

Results

Nearly all research experts suggested adding social cues such as people and background noise to create a more authentic and ecologically valid experience. The experts scored the new virtual restaurant environment to be more acceptable than eating or conducting research in a sensory booth but scored lower when compared to conducting research in a real-world restaurant setting.

Discussion

The results of this evaluation suggest that mixed reality applications may be a new methodology to assess environmental influences of eating behavior and may be a promising direction for eating behavior and sensory science research.

Effects of a Nudging Cue Targeting Food Choice in a University Cafeteria: A Field Study

Many students approaching adulthood often choose high-calorie food products. Concurrently, health interventions applied during this life phase can potentially lead to a healthier lifestyle. Nudge health interventions in experimental cafeteria settings have been found to improve eating behavior effectively, yet research in real-world settings is lacking. Accepting nudges as health interventions impacts nudge effectiveness. The present study applies a pretest-posttest design for a period of three consecutive weeks (no nudge, nudge, no nudge), testing the effectiveness of the so-called Giacometti cue on the number of calories purchased in a real-world cafeteria. Students were exposed to the nudge during the intervention week when entering the cafeteria and when choosing their meals. After purchasing a meal, their choice was recorded, and they completed a questionnaire. The Giacometti cue immediately reduced the number of calories purchased (comparing weeks one and two). After nudge removal, an effect was identified, increasing the number of calories purchased (comparing weeks two and three). Contrary to expectations, higher nudge acceptance resulted in more calories purchased. Neither awareness of the nudge's presence when buying food nor the interaction between acceptance and awareness played a role. We explore potential explanations for the Giacometti cue's effects.

A value accumulation account of unhealthy food choices: testing the influence of outcome salience under varying time constraints

People often engage in unhealthy eating despite having an explicit goal to follow a healthy diet, especially under certain conditions such as a lack of time. A promising explanation from the value accumulation account is that food choices are based on the sequential consideration of the values of multiple outcomes, such as health and taste outcomes. Unhealthy choices may result if taste is considered before health. We examined whether making a health outcome more salient could alter this order, thereby leading to more healthy choices even under time pressure. Two studies examined the time-dependent effect of outcome values and salience on food choices. Participants first completed priming trials on which they rated food items on healthiness (health condition), tastiness (taste condition), or both healthiness and tastiness (control condition). They then completed blocks of binary choice trials between healthy and tasty items. The available response time was manipulated continuously in Study 1 (N = 161) and categorically in Study 2 (N = 318). As predicted, results showed that the values of health and taste outcomes influenced choices and that priming led to more choices in line with the primed outcomes even when time was scarce. We did not obtain support for the prediction that the priming effect is time-dependent in the sense that primed outcomes are considered before non-primed outcomes. Together, these findings suggest that increasing the value and salience of a health outcome may be effective ways to increase healthy choices, even under poor conditions such as time pressure.

A Bibliometric Analysis and Review of Nudge Research Using VOSviewer

With growing demands of decision making in the current era, the impact of the drivers behind individuals' preferences and institutional strategies becomes prominent. Coined in 2008, nudge is used to describe incentives for individuals' choices with foreseeable outcomes but without exclusion of alternative choices or reliance on financial stimuli. Consequently, nudge and its application in real-world situations led to a prosperous surge of studies in multiple disciplines. However, we are still facing a dearth of in-depth understanding of the status quo and future directions of research on nudge in a comprehensive fashion. To address the gap in knowledge, the present study adopted a bibliometric analysis of the existing literature related to the investigation and application of nudge by analyzing 1706 publications retrieved from Web of Science. The results indicated that (a) being a relatively newly developed theory, interest in nudge in academia has expanded both in volume and disciplines, with Western scholars and behavioral economists as the backbones; (b) future studies in nudge-related fields are expected to consolidate its current frontiers in individual behaviors while shedding light on new territories such as the digitalized environment. By incorporating state-of-the-art technologies to investigate extant research, the present study would be pivotal for the holistic understanding of the studies on nudge in recent years. Nevertheless, the inclusiveness and comprehensiveness of the review were limited by the size of the selected literature.

A framework for application of consumer neuroscience in pro-environmental behavior change interventions

Most consumers are aware that climate change is a growing problem and admit that action is needed. However, research shows that consumers' behavior often does not conform to their value and orientations. This value-behavior gap is due to contextual factors such as price, product design, and social norms as well as individual factors such as personal and hedonic values, environmental beliefs, and the workload capacity an individual can handle. Because of this conflict of interest, consumers have a hard time identifying the true drivers of their behavior, as they are either unaware of or unwilling to acknowledge the processes at play. Therefore, consumer neuroscience methods might provide a valuable tool to uncover the implicit measurements of pro-environmental behavior (PEB). Several studies have already defined neurophysiological differences between green and non-green individuals; however, a behavior change intervention must be developed to motivate PEB among consumers. Motivating behavior with reward or punishment will most likely get users engaged in climate change action via brain structures related to the reward system, such as the amygdala, nucleus accumbens, and (pre)frontal cortex, where the reward information and subsequent affective responses are encoded. The intensity of the reward experience can be increased when the consumer is consciously considering the action to achieve it. This makes goal-directed behavior the potential aim of behavior change interventions. This article provides an extensive review of the neuroscientific evidence for consumer attitude, behavior, and decision-making processes in the light of sustainability incentives for behavior change interventions. Based on this review, we aim to unite the current theories and provide future research directions to exploit the power of affective conditioning and neuroscience methods for promoting PEB engagement.

Digital nudges to stimulate healthy and pro-environmental food choices in E-groceries

In response to the detrimental health- and environmental impacts of European consumers' dietary patterns, Nutri-Scores and Eco-Scores have been introduced on packages as guidance for choices. Whereas the scores are promising to improve food choices from a nutritional point of view, the scant available literature suggests very limited effects on the environmental impact of food choices. Therefore, there remains a need to explore ways to bring about improvements in both areas. As a growing share of consumers buys food groceries online, new opportunities to steer food choices are being created. This article explores the potential of several digital functionalities to further stimulate healthier and pro-environmental food choices amongst consumers. These functionalities included product recommendation agents, product scores, a real-time average impact score of the chosen food basket and a personalised social norm. Those were tested in a two-stage randomized controlled trial with 1000 Belgian household food decision makers in a mock-up E-grocery. Indices reflecting the nutritional quality (NQI) and environmental impact (EII) of the selected food baskets were calculated. The results indicate that at first, displaying a combined Nutri- and Eco-Score at product level led to improved NQI's, but not EII's. However, the scores also led to shifting behaviour in EII's when facilitated with recommendation agents. The display of the average impact scores of the selected basket and of social norms did not lead to additional improvements. Hence, a combined Nutri- and Eco-Score labelling system is recommended, but an enabling environment to consider both scores is important to realise a shift towards more healthy and environmentally friendly food choices. Apart from manifesting healthier and environmentally friendly products with a centralised labelling system, improving their accessibility should be considered at least as important for behavioural changes.

Examining the neural correlates of goal priming with the NeuroShop, a novel virtual reality fMRI paradigm

OBJECTIVE

Health goal priming has been shown to stimulate healthy food choices by activating an individual's weight-control goal. The present study combined fMRI with a novel virtual reality food choice task to elucidate the underlying neural mechanisms of health goal priming. Previous research has suggested that the ventromedial prefrontal cortex (vmPFC) and dorsolateral prefrontal cortex (dlPFC) play a role in the incorporation of health considerations into the food choice process. Responses may be more representative for those found in real life when assessed in an environment similar to the actual choice environment. Therefore, the first aim of the study was to explore if a novel virtual reality food choice task is sufficiently sensitive to detect basic valuation processes in food choice. The second aim was to examine whether increased activation in the dlPFC drives the effects of health goal priming.

METHODS

Fifty-six female participants performed an fMRI food choice task embedded in a virtual supermarket environment. They chose between perceived healthy and unhealthy products in a health prime, hedonic prime, and non-food control condition, while activation in brain areas involved in self-control and valuation (vmPFC, dlPFC) was assessed.

RESULTS

There were no differences in relative preference for perceived healthy products over unhealthy products between the conditions. There were also no main effects of prime condition on brain activation in the vmPFC and dPFC during food choice. Across conditions, activation in the vmPFC correlated with the tastiness of the chosen product during food choice.

CONCLUSIONS

Although the study does not provide support for health goal priming triggering neural self-control mechanisms, results did show that virtual reality has potential for a more realistic fMRI food choice paradigm.

Well-being Messaging for Mammalian Milks: A Scoping Review

Having a holistic understanding of research on well-being messaging for milk is vital to allow the optimal communication of the association between milk consumption and various nutritional, physical, and psychological benefits to the consumer. This work is a unique interdisciplinary, scoping review of existing research on well-being messaging for milk. Well-being messages are ways to communicate the broad well-being benefits of specific products to the consumer through information on food content or statements that link a product with favourable components, functions, or well-being outcomes. Leveraging this broad definition, and by proposing a guiding theoretical model that considers well-being messaging as a form of communication, milk well-being messaging literature has been mapped across time, geographical locations, disciplines, and product types. Two hundred forty-six were records included in this review, of which 177 were empirical studies. Studies were disseminated between 1954 and 2019, with 54.9% published after 2011. Food, Agriculture, and Biological Sciences (N = 109), Nutrition and Dietetics (N = 78), and Medicine, Public Health, and Health Professions (N = 69) disciplines have attracted the most publications, with numbers generally increasing in most recent years. The majority of included non-empirical records (69.6%) provide lists of commercially available products carrying well-being messaging and/or regulations on the use of particular well-being messages for milk according to various legislative authorities. Most of the empirical studies were conducted in North America (N = 71), West Europe (N = 52), and Oceania (N = 22), and on plain (i.e., unflavoured) milk (N = 152). Whereas, most studied elements of well-being messaging for milk across time, i.e., message (N = 169), product (N = 141), receiver (N = 101), and context (N = 72) have seen an increasing number of studies in recent years; sender (N = 51) and medium (N = 27) have been even less studied in the past four years. A more detailed analysis of research trends in each element of well-being messaging is reported. The research highlights immediate and strategic knowledge gaps that need further attention from researchers and/or policymakers in order to improve the “messaging” of well-being benefits of milk consumption to the consumer.

Healthy Food on the Twitter Social Network: Vegan, Homemade, and Organic Food

Online social networks have become an everyday aspect of many people’s lives. Users spend more and more time on these platforms and, through their interactions on social media platforms, they create active and passive digital footprints. These data have a strong potential in many research areas; indeed, understanding people’s communication on social media is essential for understanding their attitudes, experiences, behaviors and values. Researchers have found that the use of social networking sites impacts eating behavior; thus, analyzing social network data is important for understanding the meaning behind expressions used in the context of healthy food. This study performed a communication analysis of data from the social network Twitter, which included 666,178 messages posted by 168,134 individual users. These data comprised all tweets that used the #healthyfood hashtag between 2019 and 2020 on Twitter. The results revealed that users most commonly associate healthy food with a healthy lifestyle, diet, and fitness. Foods associated with this hashtag were vegan, homemade, and organic. Given that people change their behavior according to other people’s behavior on social networks, these data could be used to identify current and future associations with current and future perceptions of healthy food characteristics.

Using Virtual Reality to Stimulate Healthy and Environmentally Friendly Food Consumption among Children: An Interview Study

Since habits formed during childhood are predictive of adult behaviour, children form an important target group when it comes to improving healthy and environmentally friendly food consumption. To explore the potential of immersive virtual reality (VR) in this respect, we conducted a semi-structured interview study (N = 22) among children aged 6–13 years. This study consisted of two parts: (1) a VR experience and (2) a semi-structured interview to investigate (1) to what extent children are able to recall and understand information about the impact of food products on their health and the environment when provided to them as pop-ups in a VR supermarket; (2) what rational and emotional processes are triggered by this information; and (3) what children’s expectations about the real-life application and impact of the pop-ups are, and why. Interview data were analysed using the framework method. Results showed that although all participants were able to recall the information, only children from an average age of ten years old also understood the information. When participants understood the information, they were often aware of and felt sorry for their negative behavioural impact. Most participants expected their behaviour to positively change when imagining real-life application of the pop-ups.