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Nudging towards a healthier lifestyle: a study on how to use nudging as an intervention to steer consumers towards the healthier choices

Myrseth, Marita; Rasmussen, Elisabeth
Master thesis
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Preliminary 2018.pdf (190.8Kb)
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http://hdl.handle.net/11250/2579535
Utgivelsesdato
2018
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Samlinger
  • Master of Science [1116]
Sammendrag
Obesity has become a major issue worldwide and has a strong impact at various

economic and social levels. This calls for the need to find efficient ways to tackle

this growing problem. Recently, there has been a increasing interest in the use of

“nudges” as a policy tool and their potential to solve some of society’s biggest

problems, such as obesity. By using nudges, it is possible to steer consumers in a

certain direction by changing the choice architecture or environment around. This

allows for encouraging healthier choices without limiting individuals’ freedom of

choice. While nudges have promising applications, research literature has not given

them sufficient attention.

Our aim for the master thesis is to explore how health nudge interventions should

be designed in order to change customer buying behavior towards healthier options

while grocery shopping. In order to develop an effective nudge, we explore which

system of cognitive processing should be targeted, and how a nudge should be

framed at the front-of-pack label on fast moving consumer goods. Lastly, a

framework by Felsen (2013) has been adopted to test whether the framing of a

nudge should be through punishment or reward for making the healthier food

choice. The research is based on a thoroughly designed online questionnaire with

an integrated choice experiment, where our hypotheses were tested in two different

product categories; soda and bar. While the findings are inconclusive, they indicate

that our health logo is significantly effective in changing respondents’ behaviors

towards the healthier option in both product categories. The effect was strongest for

bars, which suggests that the product category has a crucial role in determining the

effectiveness of the nudge intervention.

Implications from this study include that the health logo has a positive effect in

changing respondents’ buying behavior and that it should be framed as a reward for

choosing the healthy option. Moreover, a “one solution for everyone” approach will

most likely be less effective, and should be adjusted when implementing different

nudge interventions. Behavioral research has shown that the way the environment

is constructed can shape a person's choices within it. Thus, it is hoped that by using

insights from such research, people can be nudged towards making decisions which

are better for their health.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018
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Handelshøyskolen BI

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