How rearranging displays increased healthy drink purchases by 11%
Abstract
This intervention attempted to address the increasing problem of obesity in Denmark through choice architecture.1 Researchers nudged students from four vocational schools towards healthier drinks by making unhealthy drinks less visible. The first nudge moved unhealthy drinks towards the bottom of the cooler, whereas healthy drinks were at eye-level. This nudge increased the proportion of healthy drinks purchased by 11%. In the next phase of the experiment, the researchers added a secondary nudge: a frosted sticker over the unhealthy drinks section. However, this addition was insignificant in most canteens. Overall, the researchers concluded that the first nudge was successful, and should inform policies and the design of canteens in other educational settings.
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