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dc.contributor.authorAldrovandi, Silvio-
dc.contributor.authorBrown, Gordon D A-
dc.contributor.authorWood, Alex M-
dc.description.abstractPeople's evaluations in the domain of healthy eating are at least partly determined by the choice context. We systematically test reference level and rank-based models of relative comparisons against each other and explore their application to social norms nudging, an intervention that aims at influencing consumers' behavior by addressing their inaccurate beliefs about their consumption relative to the consumption of others. Study 1 finds that the rank of a product or behavior among others in the immediate comparison context, rather than its objective attributes, influences its evaluation. Study 2 finds that when a comparator is presented in isolation the same rank-based process occurs based on information retrieved from memory. Study 3 finds that telling people how their consumption ranks within a normative comparison sample increases willingness to pay for a healthy food by over 30% relative to the normal social norms intervention that tells them how they compare to the average. We conclude that social norms interventions should present rank information (e.g., "you are in the most unhealthy 10% of eaters") rather than information relative to the average (e.g., "you consume 500 calories more than the average person"). © 2015 American Psychological Association.en_UK
dc.publisherAmerican Psychological Association-
dc.relationAldrovandi S, Brown GDA & Wood AM (2015) Social norms and rank-based nudging: Changing willingness to pay for healthy food, Journal of Experimental Psychology: Applied, 21 (3), pp. 242-254.-
dc.rightsPublisher policy allows this work to be made available in this repository. This article may not exactly replicate the final version published in the APA journal. It is not the copy of record. The final, definitive version of this article has been published in Journal of Experimental Psychology: Applied, 21 (3), 242-254, by American Psychological Association. Copyright 2015 American Psychological Association.-
dc.subjectfood perceptionen_UK
dc.subjecthealthy eatingen_UK
dc.subjectdecision by samplingen_UK
dc.subjectrange frequency theoryen_UK
dc.subjectsocial norms marketingen_UK
dc.titleSocial norms and rank-based nudging: Changing willingness to pay for healthy fooden_UK
dc.typeJournal Articleen_UK
dc.citation.jtitleJournal of Experimental Psychology: Applied-
dc.type.statusPost-print (author final draft post-refereeing)-
dc.contributor.affiliationUniversity of Warwick-
dc.contributor.affiliationUniversity of Warwick-
dc.contributor.affiliationManagement Work and Organisation-
Appears in Collections:Management, Work and Organisation Journal Articles

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