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默认和框架如何影响食物选择? 一项旨在促进在线菜单中以植物为基础的选择的干预措施
Ainslee Erhard1, Yasemin Boztuğ1, Dominic Lemken2
1Department of Business Administration, University of Goettingen, 37073, Goettingen, Germany.
Appetite
|August 20, 2023
概括
将植物性食品作为在线默认选择可以促进消费,但只有当被视为可持续或美味时. 这种默认的推动策略需要仔细的框架,而不仅仅是为了有效改变饮食而进行预选.
科学领域:
- 行为经济学是一种行为经济学.
- 可持续的饮食可持续的饮食
- 消费者心理学 消费者心理学
背景情况:
- 默认选项显著影响消费者选择,特别是在食物选择方面.
- 将默认转向基于植物的选择是促进可持续饮食模式的战略.
- 了解默认推动背后的心理机制对于有效的干预至关重要.
研究的目的:
- 研究将植物性肉类替代品作为在线食品订购的默认选项的有效性.
- 检查在默认选择中赋予和暗示认可的调解作用.
- 确定关键的框架策略,以提高植物性违约的成功.
主要方法:
- 在北欧国家模拟了一个假设的在线订购食品的场景.
- 默认菜单选项从肉类切换到基于植物的替代品.
- 测试了将默认产品定义为可持续或美味的影响.
- 调解分析探讨了捐赠和暗示认可的角色.
主要成果:
- 单单预选一种植物性选择并没有显著增加植物性食选择.
- 将以植物为基础的默认产品作为更可持续或更美味的框架是必要的,以推动显著的选择增加.
- 授予积极介导违约成功,而隐含的认可有负面影响.
- 在这种在线环境中,易用性并不是一个重要的因素.
结论:
- 植物性饮食的默认推动力需要战略框架,而不仅仅是简单的预选.
- 在默认选择中,赋予的积极影响可能是巨大的.
- 在线食品供应商的认可可能不会有效地鼓励基于植物的选择,这与一般的默认nudge理论相反.
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