Vegan “Decoy” Entrées Lead Cafeteria Diners to Take Healthier Other Foods

Abstract

Could a vegan entrée in a buffet serve as a decoy that primes disinterested meat lovers to choose healthier lunch even if they ignore the entrée itself? To examine this, over a five week period a worksite buffet in Finland two configurations were alternatively set up: 1) a vegan entrée was followed by a fish entrée, a vegetable side dish, and a beef/chicken entrée, 2) the order of the four food items was reversed. Although the vegan entrée was selected for fewer than 7% of the 2400 lunches, when it was offered first in line, it increased the percentage of people who took the fish (+34%) or the vegetable side dish (+83%) and reduced the percentage who took beef (−15%). Simply encountering the healthy vegan entrée first, appeared to prime diners to be more likely to take a different healthier food later in the buffet. These results were most remarkable on the days fish was an alternative entrée along with beef, and they were also significant (but less impressive) on the days chicken was an alternative entrée. Putting very healthy entrées in highly visible locations – even if they are widely unpopular ‐‐ could benefit all diners even if it is not widely selected.