Bachelor thesis

Nudge Theory : the plate that makes a difference : the influence of colors and mood on food choices

SONAR|HES-SO

  • Genève : Haute école de gestion de Genève

47 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2022

English A rise in the cases of obesity, overweight, and preventable illnesses is affecting the populations worldwide according to the World Health Organization. The main cause being poor eating habits and rather unactive lifestyles. This situation has social and societal repercussions. The quality of life of the affected people is reduced and health costs increase. However, researchers and businesses have found creative ways to raise awareness about the issue and are actively playing a role in its resolution. Through small nudges, companies can influence the decision-making process of consumers.
The aim of this research is to discover if nudges can influence people in the French speaking part of Switzerland into making healthier food choice, and if mood has a role in positive decision making.
In the context of this research, participants were separated in two groups asked to choose and rate two dissimilar kinds of snacks presented on plates of different colors. In the context of this research, participants were separated in two groups asked to choose between two dissimilar kinds of snacks. One group had to choose between healthy snack on a blue plate and an unhealthy snack on a red plate. The second group was asked the same question at the exception that the color of the plate on which each type of snack was placed was reversed. Additionally, participant had to rate both plate on a scale of 0 to 10. Finally, their mood was measured using a pre-established scale.
Results showed a preference for the healthier snack among the two groups. The healthy snacks also received a higher average grade than the unhealthy snacks, independently of the color of the plate. In addition, the mood of all respondents was rather positive.
The findings of this research cannot confirm with certainty that nudges in the context of food choices using the plate colors red and blue works. However, literature suggest that other types of nudges are effective at inciting consumers to make better dietary choices.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion de Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.ch/global/documents/321990
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