Are nudging and pricing strategies on food purchasing behaviors equally effective for all? Secondary analyses from the Supreme Nudge virtual supermarket study

• DOI: 10.1016/j.appet.2021.105655
• Publication Date: 2021-08-17T17:12:23Z
• Authors: Annemarijn E.H. v...; Jody C. Hoenink; Joreintje D. Mack...; Wilma Waterlander; Jeroen Lakerveld; Joline W.J. Beulens
• Keywords: Food Choice; Nudge theory

Nudging and pricing strategies are effective in promoting healthier purchases. However, whether the effects equal across individuals with different personal characteristics is unknown. This exploratory study aimed to examine differential of nudging on food purchases individuals' levels impulsivity, price sensitivity, decision-making styles, choice motives. Data from a virtual supermarket experiment where participants were exposed five conditions (control, nudging, pricing, salient nudging) was used. Participants completed questionnaires assessing their The outcome percentage healthy Effect modification analyzed by adding interaction terms statistical models post-hoc probing conducted for statistically significant terms. We used data 400 Dutch adult (61.3% female, median age 30.0 years (IQR 24.0)). not modified motives 'health' 'price'. Only interactions motive 'natural content foods' x (B = -1.02, 90%CI -2.04; -0.01), 'weight control' -2.15, -3.34; -0.95), -1.87, -3.11; -0.62) significant. Post-hoc indicated that and/or more who gave lower priority these increasing purchasing behaviors, at least environment, do seem be influenced may therefore implemented as general health strategies.