Nudging product choices: The effect of position change on snack bar choice
2015
Keller, Carmen | Markert, Franziska | Bucher, Tamara
The influence of product position in a row of three similar snacks with varying calorie contents was examined in a sample of 120 students (equal numbers of males and females). Three equally sized, real cereal snack bars were arranged on a vendor’s tray in three identical boxes. Two conditions were used. In the control condition, the three boxes of snack bars were positioned from left to right in ascending order of calorie content (apple/lowest calorie content=left position; apple-chocolate/high calorie content=middle position; coco-chocolate/highest calorie content=right position). In the experimental condition (nudged group), the left and middle box positions were exchanged (apple-chocolate/high calorie content=left position; apple/lowest calorie content=middle position; and coco-chocolate/highest calorie content=right position). There was a significant effect of position on participants’ snack bar selections (χ2(2)=14.953, p=0.001). When the apple bar was positioned on the left, it was selected 13.3% of the time (8/60), and when it was positioned in the middle, it was selected 36.3% of the time (22/60). There was no gender effect (χ2(2)=0.713, p=0.70). The apple bar with lowest calorie content was selected almost three times more often when it was placed in the middle than when it was placed on the left. Changing the physical placement of the snack improved snack choices. Rearranging snacks on shelves and checkout counters in grocery stores or vending machines in schools might be an easy, inexpensive and effective intervention measure to improve consumers’ snack choices.
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