Dodging dietary defaults: Choosing away from healthy nudges

Helen Colby, Meng Li and Gretchen Chapman

Organizational Behavior and Human Decision Processes, 2020, vol. 161, issue S, 50-60

Abstract: The default effect has been identified as a powerful tool to influence behavior; however, the current studies demonstrate that consumers dodge the effects of healthy defaults by selecting away from the healthy default environment, thereby reducing its effect. Two studies with real consequences and three hypothetical scenario studies in restaurant settings demonstrate that healthy defaults promote healthy food choice in the moment, but consumers choose to put themselves in environments with unhealthy defaults over those with healthy defaults. That is, healthy defaults negatively impact sales and willingness of consumers to return to the restaurant that offers them. Study 1 provides initial evidence that a healthy default reduces sales of the product compared to a less healthy default in a real gift shop. Study 2 uses an online survey with real consequences and demonstrates that participants prefer to receive meal kits from a company with unhealthy defaults over one with healthy defaults. Studies 3–5 use hypothetical scenarios to demonstrate the tendency for consumers to dodge healthy defaults. Study 3 shows that a healthy default can drive away future sales. Study 4 demonstrates that advertising a healthy default reduces interest in visiting the restaurant; that is, advertising healthy defaults drives away first-time sales. Finally, Study 5 shows that this dodge effect is robust in a between-subject manipulations using a well-known brand. The results demonstrate that consumers dodge healthy defaults by migrating to environments where unhealthy defaults are in place.

Keywords: Default effect; Cognitive dissonance; Consumer behavior; Healthy eating (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jobhdp:v:161:y:2020:i:s:p:50-60

DOI: 10.1016/j.obhdp.2020.10.001

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