When less is more – Using scarcity heuristics to promote healthy choices when self-control is low

Abstract

Background: Working with the increased tendency for heuristic-based thinking in low SC conditions, we predict a supply scarcity heuristic would be effective in promoting healthy choices for individuals low in SC, and that a demand scarcity heuristic would be even more influential. Methods: While participants made trade-off choices from healthy-unhealthy food product pairs, a scarcity heuristic was introduced to promote the healthy options. In Study 1, 67 participants self-reported SC levels and chose from product pairs with (vs. without) a supply scarcity heuristic. Study 2 (N = 165) experimentally-manipulated SC (high vs. low), and compared the effects of supply scarcity vs. demand scarcity. Findings: While a supply scarcity heuristic successfully promoted more healthy choices for participants low in SC (Study 1), a demand scarcity showcased to be most effective (Study 2). Discussion: Contrasting the traditional view that low SC as a vice, current research demonstrates that SC could facilitate health behavior. The finding that a demand scarcity heuristic was more influential also suggests that low SC may involve both an enhanced reward-orientation and an increased tendency to conform to descriptive norms.