Nudging healthier food choices: the differentiated effect of implicit vs. explicit nudges

Abstract

Behavioral sciences, and particularly nudges, are becoming increasingly relevant in the definition of policies designed to prompt desirable societal outcomes, namely in the health domain. This research studies the impact of two different nudge interventions in the choice of healthy food items: a social norm (with an explicit nature) and background music (sensory-based, with an implicit nature). The research also investigates the continued influence of these interventions in subsequent moments of choice. A digital experiment was conducted, and results confirm the strength of the social norm as an effective nudge. However, the proposed sensory-based nudge was not successful – future replication studies need to be conducted. Interestingly, we observe a consistency effect under the presence of either stimuli, meaning that people exposed to the stimuli perpetuate either the healthy or the unhealthy behavior in subsequent choices regardless of the nudge-type. Possible explanations and managerial implications are further explored.