Trigger Healthy: Healthy Samples Induce Healthy Shopping

Abstract

ObjectiveThe studies aimed to examine the influence of food samples on subsequent grocery shopping. We wished to see whether healthier (less healthy) samples trigger healthier (less healthy) purchases.Study Design, Setting, Participants, and InterventionParticipants in three studies received more or less healthy (e.g., apple) or unhealthy (e.g., cookie) samples and subsequently shopped in a virtual (studies 1, 3) or actual (study 2) grocery store. In the virtual grocery store, participants were offered healthier and less healthy items to choose from.Outcome, Measures and AnalysisFor the lab studies, we counted healthier and less healthy choices. We then calculated the net number of healthy items (healthy items - unhealthy items). For the grocery store study, we analyzed spending on fruits and vegetables. Analysis was done via t-tests.ResultsFor both different food type samples (studies 1-2) and different framing of samples (study 3) we found that healthy samples lead to more healthful choices. In study 1, participants imagining eating an apple (vs. a cookie) chose a greater net of healthier items (4.1) than those imagining sampling a cookie (1.3). In study 2, grocery shoppers sampling an apple spent more money on fruits and vegetables ($6.41) than those sampling a cookie ($5.68) or no sample ($5.02). In study 3, participants (N = 118) drinking milk advertised as “healthy” selected a greater net of healthier items (3.55) than those drinking milk advertised as “indulgent” (1.65), or no sample (.69), p = .02.Conclusions and ImplicationsThe current findings suggest consumers choose products similar in healthiness to samples, even with product choices that are determined by situation rather than their own independent choice.FundingCornell University ObjectiveThe studies aimed to examine the influence of food samples on subsequent grocery shopping. We wished to see whether healthier (less healthy) samples trigger healthier (less healthy) purchases. The studies aimed to examine the influence of food samples on subsequent grocery shopping. We wished to see whether healthier (less healthy) samples trigger healthier (less healthy) purchases. Study Design, Setting, Participants, and InterventionParticipants in three studies received more or less healthy (e.g., apple) or unhealthy (e.g., cookie) samples and subsequently shopped in a virtual (studies 1, 3) or actual (study 2) grocery store. In the virtual grocery store, participants were offered healthier and less healthy items to choose from. Participants in three studies received more or less healthy (e.g., apple) or unhealthy (e.g., cookie) samples and subsequently shopped in a virtual (studies 1, 3) or actual (study 2) grocery store. In the virtual grocery store, participants were offered healthier and less healthy items to choose from. Outcome, Measures and AnalysisFor the lab studies, we counted healthier and less healthy choices. We then calculated the net number of healthy items (healthy items - unhealthy items). For the grocery store study, we analyzed spending on fruits and vegetables. Analysis was done via t-tests. For the lab studies, we counted healthier and less healthy choices. We then calculated the net number of healthy items (healthy items - unhealthy items). For the grocery store study, we analyzed spending on fruits and vegetables. Analysis was done via t-tests. ResultsFor both different food type samples (studies 1-2) and different framing of samples (study 3) we found that healthy samples lead to more healthful choices. In study 1, participants imagining eating an apple (vs. a cookie) chose a greater net of healthier items (4.1) than those imagining sampling a cookie (1.3). In study 2, grocery shoppers sampling an apple spent more money on fruits and vegetables ($6.41) than those sampling a cookie ($5.68) or no sample ($5.02). In study 3, participants (N = 118) drinking milk advertised as “healthy” selected a greater net of healthier items (3.55) than those drinking milk advertised as “indulgent” (1.65), or no sample (.69), p = .02. For both different food type samples (studies 1-2) and different framing of samples (study 3) we found that healthy samples lead to more healthful choices. In study 1, participants imagining eating an apple (vs. a cookie) chose a greater net of healthier items (4.1) than those imagining sampling a cookie (1.3). In study 2, grocery shoppers sampling an apple spent more money on fruits and vegetables ($6.41) than those sampling a cookie ($5.68) or no sample ($5.02). In study 3, participants (N = 118) drinking milk advertised as “healthy” selected a greater net of healthier items (3.55) than those drinking milk advertised as “indulgent” (1.65), or no sample (.69), p = .02. Conclusions and ImplicationsThe current findings suggest consumers choose products similar in healthiness to samples, even with product choices that are determined by situation rather than their own independent choice. The current findings suggest consumers choose products similar in healthiness to samples, even with product choices that are determined by situation rather than their own independent choice.