 Limited attention in beverage choice: Evidence from a field experiment1Jinwook Shin and Kookdong Kim Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), 2022, vol. 96, issue C Abstract: This study provides experimental evidence on consumers’ inattention in a beverage choice setting and estimates the degree of inattention under a theoretical framework. In the field experiment, the shelf placement of the beverage varied exogenously. Displaying less (more) sugary beverages at eye height (the farthest position from eye height) increases (decreases) consumers’ demand by 24.8% (25.3%). The estimated consumers’ degree of inattention to the farthest position from eye height was around 20%. Changing the display reduced consumers’ sugar intake from beverages by 5573 g during the intervention, about 6.86 g per consumption (about 13.7% of the World Health Organization's (WHO) daily sugar intake recommendation). Our findings support the idea that the limited attention in beverage choice can be harnessed as a nudge policy to reduce consumers’ intake of sugar from sugar-sweetened beverages. Keywords: Limited attention; Field experiment; Beverage choice; Sugar-sweetened beverage (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:soceco:v:96:y:2022:i:c:s2214804321001294 DOI: 10.1016/j.socec.2021.101789 Access Statistics for this article Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics) is currently edited by Pablo Brañas Garza More articles in Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics) from Elsevier |
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