de Wijk René A, Maaskant Anna J, Polet Ilse A, Holthuysen Nancy T E, van Kleef Ellen, Vingerhoeds Monique H
Wageningen UR-Food & Biobased Research, Wageningen, The Netherlands.
Wageningen University, Marketing and Consumer Behaviour Group, Wageningen, the Netherlands.
PLoS One. 2016 Mar 24;11(3):e0151915. doi: 10.1371/journal.pone.0151915. eCollection 2016.
Even though whole grain foods have various health benefits, consumers have been found not to eat enough of them. Nudging interventions are built on the premise that food purchases and consumption are strongly influenced by the environment in which decisions are made. Little research has been conducted to examine the influence of a small and inexpensive nudging intervention on bread choices in a real-life supermarket context. An in-store experiment was conducted in two six-week periods in two supermarkets to investigate the effects of accessibility on consumers' purchase of healthier whole grain and other types of bread. In the high accessibility condition, healthier bread was placed in a more convenient location for the shopper on the left side of the shelves where it was encountered first. In the low accessibility condition, it was placed on the right side. There were consistent significant differences in sales between supermarkets, types of bread, day of the week, but not between low and high accessibility. Additional research is needed to better understand the effects of convenience and accessibility on bread choices.
尽管全谷物食品有诸多健康益处，但研究发现消费者对其摄入量不足。助推干预措施基于这样一个前提，即食品的购买和消费会受到决策环境的强烈影响。在现实生活中的超市环境下，很少有研究探讨小型且低成本的助推干预措施对面包选择的影响。在两家超市分两个为期六周的时间段进行了店内实验，以调查面包摆放位置对消费者购买更健康的全谷物面包及其他类型面包的影响。在高可达性条件下，更健康的面包被放置在货架左侧，对购物者来说更方便的位置，购物者首先会遇到该位置的面包。在低可达性条件下，面包被放置在右侧。超市之间、面包类型之间、一周中的不同日期之间的销售额存在持续显著差异，但低可达性和高可达性条件之间没有差异。需要进一步的研究来更好地理解便利性和可达性对面包选择的影响。
