Food choice mimicry on a large university campus

Area of Science:

• Behavioral Economics
• Social Psychology
• Public Health Nutrition

Background:

• Social influence significantly shapes food consumption patterns.
• Purchasing mimicry, or copying others' purchases, is a key mechanism driving these similarities.
• Limited understanding exists regarding the prevalence, affected groups, and specific food types influenced by mimicry.

Purpose of the Study:

• To investigate the causal effects of social influence on food choice.
• To quantify the prevalence and characteristics of purchasing mimicry in a real-world setting.
• To identify implications for interventions aimed at improving dietary behaviors.

Main Methods:

• Causal analysis leveraging the sequential nature of shop queues on a university campus.
• Examination of adjacent purchases in checkout lines during lunchtime.
• Statistical analysis of focal user purchasing behavior based on partner's purchase decisions.

Main Results:

• Focal users were 83% more likely to purchase an item if the preceding person (partner) bought it.
• Purchasing mimicry effects were observed across all food types, with the largest impact on condiments.
• Mimicry was present across demographics but strongest among students and younger individuals.

Conclusions:

• Purchasing mimicry is a significant driver of food choice, particularly for add-on items during meals.
• Interventions should consider social dynamics, especially in environments like university campuses.
• Strategies such as facilitating preordering could mitigate negative social influences on dietary habits.