2022
DOI: 10.3389/fnut.2022.926875
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“Expert persuasion” can decrease willingness to pay for sugar-containing food

Abstract: Recent studies have revealed types of eating nudges that can steer consumers toward choosing healthier options. However, most of the previously studied interventions target individual decisions and are not directed to changing consumers’ underlying perception of unhealthy food. Here, we investigate how a healthy eating call—first-person narrative by a health expert—affects individuals’ willingness to pay (WTP) for sugar-free and sugar-containing food products. Participants performed two blocks of a bidding tas… Show more

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Cited by 3 publications
(16 citation statements)
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“…The left and right keyboard keys allowed the participants to change the initial value of the slider to the value they wished, before pressing Enter key to confirm the bid. No response within the time limit resulted in a WTP of 0 MU, following previous studies (Hutcherson et al, 2012 ; Ntoumanis et al, 2022 ). The values of the slider ranged from 0 to 150 MU, with an increment of 10 MU, since this is the range of the actual prices of the products in the market.…”
Section: Methodssupporting
confidence: 65%
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“…The left and right keyboard keys allowed the participants to change the initial value of the slider to the value they wished, before pressing Enter key to confirm the bid. No response within the time limit resulted in a WTP of 0 MU, following previous studies (Hutcherson et al, 2012 ; Ntoumanis et al, 2022 ). The values of the slider ranged from 0 to 150 MU, with an increment of 10 MU, since this is the range of the actual prices of the products in the market.…”
Section: Methodssupporting
confidence: 65%
“…If b ≥ n , the participant received the product corresponding to that trial and paid a price equal to n. Otherwise, the participant did not receive the product but also did not pay anything (for a similar design, see Plassmann et al, 2007 ). The endowment was equal to the maximum WTP, so that participants do not have to worry about distributing their 150 MU over different products and they can treat each trial as if it were the only decision that counted (Plassmann et al, 2007 ; Ntoumanis et al, 2022 ).…”
Section: Methodsmentioning
confidence: 99%
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