Digital Nudging for Online Food Choices

• Published in: Frontiers in psychology 2021-12, Vol.12, p.729589-729589
• Main Authors: Jesse, Mathias, Jannach, Dietmar, Gula, Bartosz
• Format: Article
• Language: English
• Subjects: choice satisfaction; consumer behavior; digital nudging; food; health; Psychology
• ISSN: 1664-1078; 1664-1078
• DOI: 10.3389/fpsyg.2021.729589

When people search for what to cook for the day, they increasingly use online recipe sites to find inspiration. Such recipe sites often show popular recipes to make it easier to find a suitable choice. However, these popular recipes are not always the healthiest options and can promote an unhealthy lifestyle. Our goal is to understand to what extent it is possible to steer the food selection of people through digital nudging. While nudges have been shown to affect humans' behavior regarding food choices in the physical world, there is little research on the impact of nudges on online food choices. Specifically, it is unclear how different nudges impact the behavior of people, the time they need to make a decision, and their satisfaction and confidence with their selection. We investigate the effects of highlighting, defaults, social information, and warnings on the decision-making of online users through two consecutive user studies. Our results show that a hybrid nudge, which both involves setting a default and adding social information, significantly increases the likelihood that a nudged item is selected. Moreover, it may help decreasing the required decision time for participants while having no negative effects on the participant's satisfaction and confidence. Overall, our work provides evidence that nudges can be effective in this domain, but also that the type of a digital nudge matters. Therefore, different nudges should be evaluated in practical applications.