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Running Head: REPORTPSYCHOLOGY[Document subtitle]
REPORT1IntroductionIn 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 strategiesof 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 theethics 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
REPORT2negligible 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. Accordingto 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 snackswhich 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
REPORT3less. 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 optionseasily 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 likethe 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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