NASIC

Rationale: The current study examines the effectiveness of nudges, defined as subtle rearrangements of the choice context, to gently suggest food choices. At the point of choice and/or purchase, extrinsic factors (e.g. package, brand, social environment) are leading determinants since intrinsic (sensory/nutritional) factors cannot be evaluated properly at this stage. The visual system (e.g. used when viewing packaging) is the most important information source/sense for product evaluation at the buying stage. Here, we focus on these visual, external cues; popularity and package colour, as potential nudges to influence product perception and suggest better food choices. A significant portion of the choices consumers make are influenced by social others. Consumers look at others for what car to buy, what to wear, and what to buy in the supermarket. Similarly, packaging has also been shown to influence choice and product evaluation. At a neural level, such effects have not been extensively studied. Yet, more insights into the neurophysiological nature of the effects would enhance the development of strategies aimed to stimulate more healthful nutrition and lifestyles.


Objective: The study aims to extend current insights into the effectiveness of nudging by examining neural correlates in two specific areas important for choice architecture; the role of social influences, and the role of colour cues in product evaluation and choices.


The objective of the experiment is (1) to disentangle the pieces of information consumers take and use from noting popular choices, and (2) to investigate if packages that signal healthiness or attractiveness (through colour) influences brain activation when consequently tasting.


Study design: The study consists of an fMRI experiment, comprising two adjacent tasks. First, participants are asked to evaluate different food products and express their purchase intention of these products. Products are displayed throughout three different conditions: a neutral condition, an informational social influence (ISI) condition and a normative social influence (NSI) condition. Second, participants will view images of product packages (differing in colour) and taste sweet dairy drinks. Participants are instructed to (P) pay attention to an image/package and answer questions (e.g. healthiness and attractiveness rating) and after this (T) pay attention to an image and consequently tasting and answering questions while their brain activation is measured using functional MRI.


Study population: The study population consists of 30 apparently healthy, right-handed, normal BMI, women between the age of 18 and 35 year.


Main study parameters/endpoints: Experimental task 1: The main study parameter is the difference in brain activation when (1) evaluating packages containing information on popularity or not, and (2) when indicating purchase intention between conditions. Experimental task 2: The main study parameter is the difference in brain activation when evaluating packages containing different colours (signalling healthiness or attractiveness) combined with tasting.

We believe we can extend current insights into the effectiveness of nudging by examining neural correlates in two specific areas important for choice architecture; the role of social influence, and the role of color cues in product evaluation and choices

not applicable.

fMRI experiment where participants see and taste supermarket products