University of Twente Student Theses
Nudged Towards a Healthier Society : The Influence of Visual Design Cues and the Decoy Effect on Healthier Food Choices on a Supermarket Website
Dekker, Tessa den (2023) Nudged Towards a Healthier Society : The Influence of Visual Design Cues and the Decoy Effect on Healthier Food Choices on a Supermarket Website.
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| Abstract: | This research examines to what extent two (combined) nudges – visual design cues and the decoy effect – can be used to positively influence the healthiness of one’s snack choice on a supermarket website. This research contributes to the lack of literature on the combined effect of nudges regarding the healthy eating domain. A supermarket website was created to conduct the 2 (visual design cue: present vs. absent) x 2 (decoy effect: present vs. absent) experimental design. Participants (N = 189) were randomly assigned to one condition where they had to purchase items from a grocery list. When the visual design cue was presented, healthier snacks were purchased. This effect was greater for those with higher health-related shopping goals. Contrary to expectations, both the decoy effect and the interaction effect did not lead to significantly healthier food choices. Implementing visual design cues in a digital interface can be a quick and low-cost manner to positively affect the healthiness of one’s food choice. These results were not significant for the decoy effect or the interaction effect. This lack may be attributed to several reasons, including the online research environment and whether other nudges led the decision-making process instead of the decoy effect. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 02 science and culture in general, 05 communication studies, 70 social sciences in general |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/94630 |
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