A fuzzy nudge for fizzy drinks

Abstract

Background: The present empirical studies test the effectiveness of a nudge aimed to reduce soda consumption. Based on the center stage effect, we hypothesized that people would choose smaller cups of soda when the small cup size was presented in the middle of a choice set (medium-small-large) rather than at the edge (small-medium-large). Additionally, health goals were taken into account, and it was expected that the nudge would only be effective for people who have the goal to be healthy. Methods: In 2 studies participants were randomized into a nudge or a control condition and asked to select a soda cup. Health goals were assessed before participants came into the lab. Logistic regression analyses were performed to analyze the results. Findings: Participants in the nudge conditions were significantly more likely to choose the small cup compared to those in the control conditions. The effect tended to be stronger for people with stronger health goals. Discussion: Simple adjustments in the presentation order of cup sizes can significantly affect unhealthy soda consumption. The influence of personal goals on effectiveness will be discussed.