This exploratory research examines how we might nudge consumers towards making healthier food choices in online grocery shopping or other digitally mediated food consumption contexts. Our pilot study investigated how different forms of social comparisons could be used to encourage consumers to reduce the number of calories contained in their online grocery basket. Our findings show that participants who were less interested in trying new diets were more willing to reduce calories when presented with a comparison to people unlike them, an out-group member comparison, while those who were interested in trying new diets were more willing to reduce calories regardless of social comparison type. These findings imply that one size does not fit all when nudging. More research is needed to see how social comparisons influence the effectiveness of digital health behavior projects.

The present article examines how the presence of others from a different social group (i.e., outgroup audience) influences consumers' food choices relative to the presence of others from their own social group (i.e., ingroup audience). In four studies, using various types of group memberships (race, university affiliation, and work affiliation), we first find that consumers are more likely to make healthy food choices in the presence of racial (Study 1) and university (Study 2) outgroup (vs. ingroup) audiences. Then, using an experimental causal‐chain mediation approach, we show this effect occurs because consumers anticipate more negative judgment from outgroup (vs. ingroup) audiences (Studies 3a and 3b). We discuss the possible role of outgroup contact and diversity in promoting healthy eating.

This paper revisits concepts of nudge in the context of helping consumers to make healthier food choices. We introduce a novel form of social infuence nudge not yet investigated by HCI scholars, the out-group social comparison, and test whether this form of nudging works at the point of checkout rather than the more conventional point of product consideration. Across two online experiments, we measure the efectiveness of using nutritional information nudges with added in-group (people like you) and out-group (people not like you) social comparisons. Our preliminary fndings suggest that out-group social comparison nudges can be efective in encouraging both normal weight and overweight adults to reduce calories, even when these adults indicate that they do not typically change their diet behaviors. This research has implications for digital information design, interactive marketing, and public health. CCS CONCEPTS• Human-centered computing → Human computer interaction (HCI); Empirical studies in HCI.