Off the Record #10
Our tenth ‘Off the Record’ looks at nutrition from a behavioral science perspective. The context of food choice plays an important role in why 2 billion people lack vital micronutrients in their diets, and 1.4 billion people are overweight or obese, causing serious long-term negative health effects which affect productivity. This study built on similar work conducted by the Better Buying Lab at the World Resources Institute looked at how framing of nutritious diets and bundling of healthy/unhealthy snacks might influence food choice among respondents in and around Nairobi.
More specifically, one question we asked was whether certain framing of healthy food might make more likely to choose that option for lunch. Respondents were randomly assigned a standard menu, a taste focused menu (which highlighted the healthy options as more exotic and tasty), or a satisfaction focused menu (which highlighted the additional sense of fullness likely to be achieved by the healthy menu), and then monitored their selection.