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Social norms and rank-based nudging : changing willingness to pay for healthy food
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Aldrovandi, Silvio, Brown, Gordon D. A. and Wood, Alex M. (2015) Social norms and rank-based nudging : changing willingness to pay for healthy food. Journal of Experimental Psychology : Applied, 21 (3). pp. 242-254. doi:10.1037/xap0000048 ISSN 1076-898X.
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Official URL: http://dx.doi.org/10.1037/xap0000048
Abstract
People’s evaluations in the domain of healthy eating are at least partly determined by the choice context. We systematically test reference level and rank-based models of relative comparisons against each other and explore their application to social norms nudging, an intervention that aims at influencing consumers’ behavior by addressing their inaccurate beliefs about their consumption relative to the consumption of others. Study 1 finds that the rank of a product or behavior among others in the immediate comparison context, rather than its objective attributes, influences its evaluation. Study 2 finds that when a comparator is presented in isolation the same rank-based process occurs based on information retrieved from memory. Study 3 finds that telling people how their consumption ranks within a normative comparison sample increases willingness to pay for a healthy food by over 30% relative to the normal social norms intervention that tells them how they compare to the average. We conclude that social norms interventions should present rank information (e.g., “you are in the most unhealthy 10% of eaters”) rather than information relative to the average (e.g., “you consume 500 calories more than the average person”). (PsycINFO Database Record (c) 2016 APA, all rights reserved)
| Item Type: | Journal Article | |||||||||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HM Sociology R Medicine > RA Public aspects of medicine T Technology > TX Home economics |
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| Divisions: | Faculty of Science, Engineering and Medicine > Science > Psychology | |||||||||||||||
| Library of Congress Subject Headings (LCSH): | Food -- Psychological aspects, Food -- Sensory evaluation, Consumer behavior -- Psychological aspects, Food -- Quality, Nutrition , Human behavior -- Nutritional aspects , Social norms | |||||||||||||||
| Journal or Publication Title: | Journal of Experimental Psychology : Applied | |||||||||||||||
| Publisher: | American Psychological Association | |||||||||||||||
| ISSN: | 1076-898X | |||||||||||||||
| Official Date: | September 2015 | |||||||||||||||
| Dates: |
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| Volume: | 21 | |||||||||||||||
| Number: | 3 | |||||||||||||||
| Page Range: | pp. 242-254 | |||||||||||||||
| DOI: | 10.1037/xap0000048 | |||||||||||||||
| Status: | Peer Reviewed | |||||||||||||||
| Publication Status: | Published | |||||||||||||||
| Reuse Statement (publisher, data, author rights): | "©American Psychological Association, 2015. This paper is not the copy of record and may not exactly replicate the authoritative document published in the APA journal. Please do not copy or cite without author's permission. The final article is available, upon publication, at: http://dx.doi.org/10.1037/xap0000048" | |||||||||||||||
| Access rights to Published version: | Restricted or Subscription Access | |||||||||||||||
| Copyright Holders: | 2016 APA, all rights reserved | |||||||||||||||
| Date of first compliant deposit: | 27 September 2019 | |||||||||||||||
| Date of first compliant Open Access: | 27 September 2019 | |||||||||||||||
| RIOXX Funder/Project Grant: |
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