ABSTRACT
ISSUES ADDRESSED: Research suggests visual nudging techniques can subtly encourage healthier consumption. Two experiments explored the effect of four visual primes for nudging drink choices from a vending machine display. METHODS: Participants (17-25 years) were randomly assigned to view vending machine advertising posters containing pictorial nudges of water, soft drink, general health (runner), or a text-only control, for nudging vending machine choices. Participants then selected an item from a vending machine display containing drinks only (Experiment 1; n = 164), or both drinks and snack foods (Experiment 2, n = 684). RESULTS: In both experiments, nudging condition predicted beverage choice. Specifically, the water image nudged healthier beverage choices in both experiments. However, there was no effect on food choice in Experiment 2. Furthermore, in both experiments, liking and habitual consumption of chosen items were also significant predictors of choice, but condition predicted beverage choice over and above these. CONCLUSION: A water prime may be an effective means of encouraging healthier beverage choices in a vending machine environment. SO WHAT?: Findings have the potential to inform strategies for encouraging healthier beverage choices from vending machine environments.
ABSTRACT
Instagram-based priming (e.g., subtly incorporating healthy drinks into the background of Instagram images) could potentially nudge healthier consumption behaviours. Given the negative health consequences associated with sugar-sweetened-beverage consumption, two experiments tested the effect of three sets of Instagram-based primes for nudging drink choices from a visual food and drinks display. Participants (18-25 years) were randomly assigned to view a series of Instagram advertising images (for technology, travel, or homeware products) that included a glass containing water (water prime) or cola (soft drink prime), or no drink (control). They then selected an item from the visual display containing snack foods and drinks. In Experiment 1 (n = 493) beverages were subtly incorporated into the priming images; in Experiment 2 (n = 471) beverages were made more prominent. Priming condition did not predict choice in Experiment 1 but did so in Experiment 2, where participants in the soft drink prime condition were significantly more likely to select a drink versus a food, compared to those in the water prime and control conditions. The water prime did not predict choice in either study. A greater percentage of participants noticed the beverage primes in Experiment 2 than in Experiment 1. Overall, it appears that when clearly visible, soft drinks incorporated into Instagram-style images can nudge drink choices. However, a less subtle approach may be needed to effectively encourage healthier drink choices.
