"Robustness and durability of multi-cue nudging"
Utrecht University - Social, Health, and Organizational Psychology
Prof.dr. Monique Smeets (Utrecht University)
Dr. Esther K. Papies (Utrecht University)
1 April 2014 - 1 April 2018
NWO - The Netherlands Organization of Arts and Sciences
This project will examine how healthy versions of attractive food products can be made attractive by means of packaging cues. Typically, unhealthy food with high contents of fat, sugar, and salt are better liked and therefore more difficult to resist than healthier foods. At the same time, the healthier versions of such products, containing less salt, fat, or sugar, are expected to be less tasty, and therefore preferred less by consumers. Based on a grounded cognition perspective, we argue that consumers typically simulate a situated eating experience when perceiving a food item and deciding whether to buy or consume it. In a series of experiments, we will examine these situated representations and their relation with motivation in more detail. Then, we will attempt to develop packaging cues that trigger rewarding simulations to increase the motivation toward healthy products. Additionally, the objective of this project is to assess robustness and durability of the effects of these cues embedded in food packaging.