NASIC: Neural Activation of Social Influences and Colour

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.

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.

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.

The study is non-therapeutic to the participants. No immediate benefits for the
participants are expected from participation in this study. The risk associated
with participation is negligible. The participant*s burden is as follows,
regarding time: a screening session and training session (approx. 120 min) to
inform and familiarize participants will be conducted. After this an fMRI scan
session (approx. 100-120) is executed. To undergo an fMRI scan involves:
exposure to loud noise, a moderate amount of physical restraint, as well as
exposure to a strong magnetic field (3 Tesla) of which the participant is
unaware, that is, participants do not *feel* being in a magnetic field. During
the scanning session participants will receive taste stimuli, administered in
liquid form. If the participant is uncomfortable with any aspect of the
procedure the study will be terminated.