Psychology Report: Analyzing Nudge Theory in Consumer Behavior

This report delves into the application of nudge theory, a behavioral science approach, to influence consumer choices towards healthier food options. It begins by outlining the challenges consumers face when selecting healthy foods, including the cognitive biases and the impact of immediate gratification over long-term health consequences. The report then defines nudge theory as a framework that alters consumer behavior without restricting their freedom of choice, emphasizing techniques like simplifying choices, providing reminders, and making healthy options more accessible. It explores a framework for behavior change based on nudge theory, encompassing possibilities, process, persuasion, and the individual. The report further examines specific nudges, such as checkout placement, visibility, product complements, incentives, and internet profiles, and concludes that these strategies can effectively promote healthy food choices. The analysis highlights the ethical considerations and the potential for nudge theory to improve public health by making healthier options easier and more appealing for consumers.

Running Head: REPORT
psychology
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Introduction
In recent years, the approach of nudge theory to the change of behavior arise through the
behavior science in order to demur the traditional usage of the regulation in the various strategies
of health in order to address the behavior of the individuals in relation to the non-communicable
distemper along with the treatment. Furthermore, the testing and the integration of the nudge
theory as part of compendious strategies of health aimed at creating the healthy choices easier
which are being impended by the inappropriate understanding of its character, implications of the
ethics and the relationship via regulation. Further, the nudging theory is being discussed in detail
in order to help the consumers make healthy choices easier choices in terms of food selection.
Selecting Healthy Food is Difficult
According to the researchers, it has been observed that there are various factors of psychology
which makes the choice of healthy food complicated. Further, the choices impose tradeoffs
among the future and the present benefits and the cost. For example, having buttery popcorn
might be pleasurable for a moment but having buttery popcorn more frequently can lead to
various problems of health and the gain of weight to a great extent, but the results are uncertain.
Furthermore, when it comes to the selection of food, the consumers prefer the process of
cognitive i.e. intuitive as it is relied on heuristic and the outcome is quick as well. Also, it is
being said that the behaviors which are unhealthy include the consequential cost if they are
repeated more frequently (Folkes, V.S., 2001).
However, the long-term price of the decision of food is negligible, consumers incline to
undervalue the cost of selecting the food which is not healthy because the consumers fail, to sum
up, the overall rate of the consumption, and further they treat every occasion of consumption as

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negligible and separate. Furthermore, the choices of the health are the necessity for the self-
control. Also, when the consideration makes it clear that the choice which is being made is
wrong and unhealthy, the temptation cannot be resisted, and it then needs self-control. According
to the researchers, it has been observed that resisting the impulses of an individual reduces the
capability in order to resist . Further, the phenomenon is called as depletion specifically for the
choices of food.
Nudging as a New and Innovative Approach to Guide Consumers
The theory of nudging is being described as the phase of the choice framework which can
modify the behavior of consumers in a manner of prophesy even without lowering the freedom
of selection and most importantly making changes in the economy. Further, the choices are
contemplated in order to be nudged and are then presented in an interesting and the salient
manner. Moreover, the researchers have defined the various elements which make the
implementation of nudge theory effective like simplification, ease in convenience and ease,
warnings, reminders, disclosure, making consumers aware of their choices along with its
consequences, etc. Furthermore, transforming the accessibility of various alternatives is being
considered as the nudges base (Glanz, K., and Mullis, R.M., 2003). Also, it is being observed
that the products which are healthy are being sold in almost every shop, but the amount of snacks
which are unhealthy is not minimized to a great extent.
Moreover, according to the researchers, it has been observed that the consumers are exploring
the usage of electronic devices in order to make healthy choices. The device is being placed on
the trolleys of shopping which further demonstrates the products healthiness in three divisions
i.e. the product is consumed more, the product is consumed least, and the product is consumed

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less. Similarly, the electronic device is used on the trolleys of shopping which contain lights of
LED on the handle of the trolley, and this further indicates the products food miles and the
emoticon get changed on display according to the food miles. Therefore, the theory of nudge is
acceptable ethically as it helps the consumers to make the healthy choices easier choices in order
to remain fit and healthy.
Framework for Behavior Change depending on Nudge Theory
The architecture for the change of behavior as the strategy of the theory of nudge includes
person, possibilities, persuasion and the process in order to give the desired outcomes in
particular situations. Further, they fall in various kinds of interventions which are being
discussed below (Grunert, K.G., 2002).
 Possibilities
It is being referred to the options which are available or the composition of the set of choices
which includes the assortment like the attributes, quantity, arrangement and the various
transformations. Further, by using the nudge theory, the consumers can make the healthy options
easily or by converting the attractiveness of the available options to the healthier options.
Furthermore, it is being observed that the availability has the great effect on the consumption like
the consumers incline to eat whatever they like and whatever is in front of them and they
completely ignore the uncertainties. Furthermore, it is being observed that various possibilities
have been shared in order to steer the consumers towards the easier and the healthier choices.
 Process
The intervention of the process persuades the behavior by changing the options position in
psychological or the physical space impacting the item’s ease and appeal of selection. The

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distinct positions are being privileged in distinct contexts and are determined by shares of the
choice, ease, etc. also, one of the techniques for persuading the process of choice is by defaults.
Furthermore, in order to improve the possibilities and the process of choice, there are various
opportunities in order to nudge consumers towards the healthy and the easy choices by
communication of persuasiveness.
 Persuasion
The interventions by persuasion behavior change by offering information and the messages of
persuasiveness and also depending on the social norms. Further, the interventions of the
persuasions contain descriptors, visuals and the truth moments. According to the researchers, it is
being observed that the persuasion which is made through the images of the visualization targets
system of the cognitive process i.e. intuition and it makes the options tempting which is healthy
and the other options aversive which is unhealthy. Furthermore, the visual system of
classification intuitive system of heuristic which is easily applied to the consumers.
 Person
The interventions in the category of person move the focus from the decision of the individuals
in a respective content in order to help the makers of the decision to further make much better
choices. The attempts which are made to change the behavior of the consumers are mostly
informative advice. Further, if we talk about food selection, then the actions and the intentions
are not consistent always as the temptation needs resources like will-power and the attention that
are always short in terms of supply.

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Nudging Effectively Promotes Healthy Food Choices
The nudges are given below in order to make sure that the consumers make the healthy choices
easier choices by using the theory of nudge to satisfy their needs and wants to a great extent.
 Checkout
The behavior of consumers is persuaded by the attention which is being drawn, and the new
things are focused which are simple and accessible. In the checkout, the consumers get more
time in order to process the information of the product along with its characteristics.
Furthermore, the main objective of this nudge is to adjust the settings of the default by placing
healthy and the fresh items at the checkout. Further, the checkout helps the consumers to explore
the product completely and with this nudge they can make the healthy choices easier choices in
order to remain healthy.
 Level of visibility
The difficulty level of choice can further cause and the complicate the error. Numerous products
make it difficult for the consumers to make a choice as they get confused among the prices,
characteristics, etc. Furthermore, the level of visibility makes a choice quicker and the simpler
and the consumers can make the healthy choices and can easily differentiate among the healthy
and the unhealthy products along with the long term effects. Therefore, the level of visibility will
also help in maximizing the products saliency.
 Complement
According to the various researches, it is being observed that the selection of the healthy food
items is a complicated issue. The consumers prefer the food items which they like and the ones

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who are being followed in their culture. Further, the nudge of complement focuses in order to
minimize the risk which is being perceived because of trying the new and the healthy items of
food. Therefore, the main objective of this nudge is to keep the healthy and the unhealthy food
items together so that the consumers can understand the difference by reading the content and
avoid over consuming the healthy food items.
 Multi-buy
It is being observed that the consumers are being persuaded by the incentives in relation to the
choices which are made in terms of food selection and the incentive can also be related to the
effort of cognition in order to make a choice between the healthy and the unhealthy food items.
The consumers can be attracted towards the healthy items if they will get the coupons and the
discounts on the healthy food items (Inman, J.J., Winer, R.S. and Ferraro, R., 2009). Further, it is
stated that from the nudging perception, the structuring of the incentive of choice is more likely
to have a great effect upon the healthy and easy choice for the consumer.
 Liking of Consumer
According to the researchers, the consumers have the capacity in order to fulfill their needs and
the wants of the cognitive rationale. Also, it has been observed that the individuals are mostly
influenced by the society like what type of food they like no matter whether it is healthy or
unhealthy. Further, it leads to the purchases of the food items accordingly. Furthermore, the
norms of the society motivate the behavior of the consumer when they are being made salient.
Also, the norms of the society of the peers influence the consumers to purchase the food items
even the unhealthy food items as well which results to long terms diseases and the uncertainties.

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 Entrance Recipes
The entrance recipes help in overcoming the problem of over-reliance on the behavior and the
purchasing habits of the consumers. The recipes are being ordered after the distinct motives of
the shopping to simplify the framework of choice for the consumers. Further, the entrance
recipes help the consumers to differentiate among the food items on the basis of quantity, price,
content, etc. and can further make a choice in order to have healthy items of food for the
consumption.
 Profile on the internet
The internet profiles help in nudging the behavior of the consumers. Further, the consent which
is presumed is being defined as the opposite of the consent of explicit as the option of default.
The internet profile on the sites of grocery will make the consumers give their health-related
information like height, weight, diseases, etc. as the part of registration process and the
consumers will get the options of food items which will be more suitable and healthier for them
in order to consume (Grunert et al., 2009).
 Smaller packs
According to the researchers, it is being observed that the consumers prefer smaller packs of the
food items in order to consume as compared to the larger packs. Furthermore, the consumers as a
result purchase more unhealthy food items because of the smaller packs only in order to avoid
the larger one. Further, the nudge theory helps in understanding that the healthy food should also
be provided in the smaller packing so that it can be more consumed by the consumers in order to
remain healthy in long-run.

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 End of aisle
According to the various researches, it is being observed that the consumers have the great
pressure of time when it comes to making a choice between the healthy and the healthy food
items. Also, when the consumers face the constraints of time then they most probably use the
system of automation in order to make a choice at a faster rate. Further, the end of aisle shows
the choices among the healthy items of food and the consumers pay more attention towards those
items.
 Cues of the portion
It is being observed that the images which are being made on the packaging of the food items
attracts the consumers and also impacts their level of consumption. Further, this helps in making
the consumers attracted towards the healthier food items and it also create awareness among the
consumers in order to have them for their well-being.
 Intelligent signage
The heuristic availability relies on the evidence that the decision is being persuaded by the vivid
nature of the event. It mainly focuses on the behavior of the risk which is related to aversion as
well (Garlin, F.V., and Owen, K., 2006). Further, the intelligent signage helps in creating
awareness among people towards the consumption of fruits and the vegetables and should be
consumed in the maximum quantity as they are healthy for the consumers in the long run.

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 Recipes of BOP
According to the researchers, it is being observed that the consumers underestimate the impact of
the context and further affects the decision-making ability. Furthermore, the consumers are not
aware of their weaknesses, and they even carry a list of shopping with them in order to save the
time and also resist the temptation while making purchases. Therefore, the BOP recipes help the
consumers to know exactly what they want to purchase and make the clear choices between the
healthy and the unhealthy food items.
 Veg and fruit in trolleys
According to the researchers, the nudge theory not only talks about the perception of the price
among the consumers but it also talk about the volumetric perspective as well. Further, the area
is being marked in the trolleys so that the consumers keep the fruit and the vegetables separately
and further they make sure that they have to purchase them in a great quantity as they are healthy
to consume as compared to other unhealthy food items.

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Conclusion
The report helps in understanding the nudge theory and the psychology of the consumers while
making a choice among the healthy and the unhealthy food items. Furthermore, it is being
observed that the consumers overestimate the products healthiness while making the choices.
Also, the consumers know the difference between the healthy and the unhealthy food items to a
great extent, but they are not able to resist their temptations towards the food which is,
unfortunately, unhealthy and effects the health of the consumers in the long run. Therefore, the
nudge theory is very useful for the consumers to make the healthier choices easier choices.

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