"Expert persuasion" can decrease willingness to pay for sugar-containing food.

ABSTRACT: Recent studies have revealed types of eating nudges that can steer consumers toward choosing healthier options. However, most of the previously studied interventions target individual decisions and are not directed to changing consumers' underlying perception of unhealthy food. Here, we investigate how a healthy eating call-first-person narrative by a health expert-affects individuals' willingness to pay (WTP) for sugar-free and sugar-containing food products. Participants performed two blocks of a bidding task, in which they had to bid on sweets labeled either as "sugar- free" or as "sugar-containing." In-between the two blocks, half of the participants listened to a narrative by a dietary specialist emphasizing the health risks of sugar consumption, whereas the remaining participants lis

SUBMITTER: Ntoumanis I 

PROVIDER: S-EPMC9366858 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature