Ntoumanis Ioannis, Panidi Ksenia, Grebenschikova Yaroslava, Shestakova Anna N, Kosonogov Vladimir, Jääskeläinen Iiro P, Kadieva Dzerassa, Baran Sofia, Klucharev Vasily
International Laboratory of Social Neurobiology, Institute of Cognitive Neuroscience, HSE University, Moscow, Russia.
Department of Psychology, Institute of Cognitive Neuroscience, HSE University, Moscow, Russia.
Front Nutr. 2022 Jul 28;9:926875. doi: 10.3389/fnut.2022.926875. eCollection 2022.
Recent studies have revealed types of eating nudges that can steer consumers toward choosing healthier options. However, most of the previously studied interventions target individual decisions and are not directed to changing consumers' underlying perception of unhealthy food. Here, we investigate how a healthy eating call-first-person narrative by a health expert-affects individuals' willingness to pay (WTP) for sugar-free and sugar-containing food products. Participants performed two blocks of a bidding task, in which they had to bid on sweets labeled either as "sugar- free" or as "sugar-containing." In-between the two blocks, half of the participants listened to a narrative by a dietary specialist emphasizing the health risks of sugar consumption, whereas the remaining participants listened to a control narrative irrelevant to food choices. We demonstrate that the health expert's narrative decreased individuals' WTP for sugar-containing food, but did not modulate their WTP for sugar- free food. Overall, our findings confirm that consumers may conform to healthy eating calls by rather devaluating unhealthy food products than by increasing the value of healthy ones. This paves the way for an avenue of innovative marketing strategies to support individuals in their food choices.
最近的研究揭示了一些饮食助推类型，这些类型可以引导消费者选择更健康的选项。然而，大多数先前研究的干预措施针对的是个体决策，而非旨在改变消费者对不健康食品的潜在认知。在此，我们研究健康专家的第一人称叙述——关于健康饮食的呼吁——如何影响个体对无糖和含糖食品的支付意愿（WTP）。参与者进行了两个阶段的投标任务，在任务中他们必须对标记为“无糖”或“含糖”的糖果进行投标。在两个阶段之间，一半的参与者听取了一位饮食专家强调糖消费健康风险的叙述，而其余参与者听取了与食物选择无关的对照叙述。我们证明，健康专家的叙述降低了个体对含糖食品的支付意愿，但并未调节他们对无糖食品的支付意愿。总体而言，我们的研究结果证实，消费者可能通过贬低不健康食品而非提高健康食品的价值来顺应健康饮食的呼吁。这为支持个体进行食物选择的创新营销策略开辟了一条道路。
