快餐组合餐中的视觉提示和最佳默认选择有利于关注健康的消费者——一项基于随机场景的实验。

Visual Cues and Optimal Defaults in Fast-Food Combo Meals Benefit Health-Concerned Consumers-A Randomized Scenario-Based Experiment.

机构信息

Nutrition and Biochemistry Department, Pontificia Universidad Javeriana, Bogota, Colombia.

White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management, Purdue University, West Lafayette, Indiana.

出版信息

J Acad Nutr Diet. 2023 Jan;123(1):52-64.e1. doi: 10.1016/j.jand.2022.06.004. Epub 2022 Jun 13.

DOI:10.1016/j.jand.2022.06.004

PMID:35710044

Abstract

BACKGROUND

The use of low-calorie menu items as optimal defaults and visual cues may nudge consumers to healthier choices at restaurants. However, little is known regarding their effects on emotions and behavioral intentions, particularly among people with different levels of health concern.

OBJECTIVE

Evaluate optimal defaults and visual cues' effect on anticipated pleasure and order intention depending upon consumers' health concern level.

DESIGN

Between-subjects randomized scenario-based experiment.

PARTICIPANTS/SETTING: In all, 636 US adults recruited through an online crowdsourcing platform in July 2020.

INTERVENTION

Participants saw 1 of 6 menu boards in a fast-food drive-through simulation. Half the menu boards included meal photos with (1) menu items to be arranged as a combo by choice (ie, create-your-own combo); (2) traditional combos that included high-calorie default items; or (3) optimal combos that included low-calorie default items. The remaining 3 boards were identical without photos.

MAIN OUTCOME MEASURES

Anticipated pleasure, order intention, and health concern were evaluated with 7-point Likert scales.

ANALYSIS

Statistical tests included multiple regression, Kruskal-Wallis, χ, and analysis of variance. Education and sex were tested as potential confounders.

RESULTS

Optimal combos negatively affected anticipated pleasure (P = .003) and order intention (P < .001) compared with choice combos. Order intention reduction was the same for traditional and optimal combos (P = .128). The presence of photos changed order intention for optimal combos but varied by consumer's health concern level. When health concern was lower, photos decreased the likelihood of ordering the optimal combos (B = -3.06, P = .001), but when health concern was higher, photos enhanced ordering intention compared with the choice group (B = 0.60, P = .001). The photos did not affect anticipated pleasure for any level of health concern.

CONCLUSIONS

The adverse effect of optimal defaults and how visual cues may reduce their negative effect should be considered in menu design.

摘要

背景

在餐厅中，使用低卡路里的菜单项目作为最佳默认选项和视觉提示可能会促使消费者做出更健康的选择。然而，对于它们对情绪和行为意向的影响，特别是对于不同健康关注度的人群，我们知之甚少。

目的

根据消费者的健康关注度水平，评估最佳默认选项和视觉提示对预期愉悦度和订单意向的影响。

设计

基于被试者的随机场景实验。

参与者/设置：2020 年 7 月，通过在线众包平台招募了 636 名美国成年人。

干预措施

参与者在一个快餐得来速模拟场景中看到了 6 个菜单板中的 1 个。其中一半的菜单板包含餐点照片，（1）菜单项目可按选择进行组合（即，创建自己的组合）；（2）包含高卡路里默认项目的传统组合；或（3）包含低卡路里默认项目的最佳组合。其余 3 个菜单板没有照片，内容相同。

主要观察指标

通过 7 点李克特量表评估预期愉悦度、订单意向和健康关注度。

分析

统计检验包括多元回归、克鲁斯卡尔-沃利斯检验、卡方检验和方差分析。教育和性别被测试为潜在的混杂因素。

结果

与选择组合相比，最佳组合会降低预期愉悦度（P=0.003）和订单意向（P<0.001）。传统组合和最佳组合的订单意向减少量相同（P=0.128）。照片的存在改变了最佳组合的订单意向，但因消费者的健康关注度水平而异。当健康关注度较低时，照片降低了订购最佳组合的可能性（B=-3.06，P=0.001），但当健康关注度较高时，照片增强了与选择组相比的订购意向（B=0.60，P=0.001）。照片对任何健康关注度水平的预期愉悦度都没有影响。