The numerical stroop effect on consumer preference to order healthy food

Abstract

This article explores an alternative strategy to subtly nudge decisions in preference for healthy menu items – managing calorie presentation to create a Numerical Stroop Effect drawing upon the numerical magnitude representation theory. Across two experiments, the research finds that incongruent (vs. congruent) numerical magnitude representation of food calories (e.g., small 7 and large 5) increases consumers' preference to order healthy items. The study reveals the effect’s underlying mechanism through perceived healthiness along with the boundary factors of consumers’ health consciousness and time pressure. Specifically, low health-conscious consumers show a preference to order healthy items when exposed to incongruent magnitude representation of food calories, particularly when they experience high time pressure. The research contributes to the hospitality literature with an in-depth understanding of the less explored effect of numerical magnitude representation. This research also provides an easily implementable menu strategy to influence consumers’ dining preferences for healthier alternatives.