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Menu positions influence soft drink selection at touchscreen kiosks
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Schmidtke, Kelly, Watson, Derrick G. , Roberts, Pendaran and Vlaev , Ivo (2019) Menu positions influence soft drink selection at touchscreen kiosks. Psychology & Marketing, 36 (10). pp. 964-970. doi:10.1002/mar.21248 ISSN 0742-6046.
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WRAP-menu-positions-influence-soft-drink-touchscreen-kiosks-Watson-2019.pdf - Accepted Version - Requires a PDF viewer. Download (588Kb) | Preview |
Official URL: https://doi.org/10.1002/mar.21248
Abstract
The current study investigates whether companies can influence which soft drink consumers select on touchscreen kiosks. Soft drink options presented on touchscreen kiosks are multi‐dimensional stimuli represented by icons and locations. Over time the pairing of icon and location forms an expectation that certain icons will be in certain locations. As a result of these location expectations, changing the order of soft drinks may help consumers consider more healthful items. In the current study, the Coca‐Cola icon was moved from the first to last location and the Coke Zero icon from the third to first. The intervention decreased the number of times Coca‐Cola was sold and increased the number of times Coke Zero was sold. The discussion explores the rationale for the intervention and the importance of fitting interventions into existing choice environments to modify real‐world behavior.
| Item Type: | Journal Article | ||||||||
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| Divisions: | Faculty of Science, Engineering and Medicine > Medicine > Warwick Medical School > Health Sciences Faculty of Science, Engineering and Medicine > Science > Psychology Faculty of Science, Engineering and Medicine > Medicine > Warwick Medical School |
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| Journal or Publication Title: | Psychology & Marketing | ||||||||
| Publisher: | British Psychological Society | ||||||||
| ISSN: | 0742-6046 | ||||||||
| Official Date: | October 2019 | ||||||||
| Dates: |
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| Volume: | 36 | ||||||||
| Number: | 10 | ||||||||
| Page Range: | pp. 964-970 | ||||||||
| DOI: | 10.1002/mar.21248 | ||||||||
| Status: | Peer Reviewed | ||||||||
| Publication Status: | Published | ||||||||
| Reuse Statement (publisher, data, author rights): | "This is the peer reviewed version of the following article: Schmidtke, KA, Watson, DG, Roberts, P, Vlaev, I. Menu positions influence soft drink selection at touchscreen kiosks. Psychol Mark. 2019; 1– 7. which has been published in final form at https://doi.org/10.1002/mar.21248. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions." | ||||||||
| Access rights to Published version: | Restricted or Subscription Access | ||||||||
| Date of first compliant deposit: | 25 June 2019 | ||||||||
| Date of first compliant Open Access: | 16 July 2021 | ||||||||
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