The investigators hypothesize that monetary incentives and messaging, such as making nutritious foods relatively less expensive than less nutritious foods and framing the price difference in a positive or negative way, will influence purchasing behavior of households.
In this study, 239 loyalty card shoppers were recruited at Hannaford grocery stores to participate in a study in which a 10% price difference between nutritious and less nutritious foods was introduced. and then framed as a subsidy, tax, or a combination of a tax and subsidy. To determine whether or not the framing of the price difference influenced purchasing behavior, the difference was framed as a subsidy on nutritious foods, a tax on less nutritious foods, and a combination of a tax and subsidy on less nutritious and nutritious foods, respectively. The purpose of this study was to examine the general impact of this price difference on purchases of nutritious and less nutritious foods, and whether or not the framing of the price difference had a differential effect on behavior.
Study Type
INTERVENTIONAL
Allocation
RANDOMIZED
Masking
DOUBLE
Enrollment
221
Frame the price difference as a 10% subsidy on nutritious food items.
Frame the price difference as a 10% tax on less nutritious food items.
Frame the price difference as a 5% tax on less nutritious food items and a 5% subsidy on nutritious food items, creating a 10% relative price difference between the types of foods.
New York City School District
New York, New York, United States
Change in expenditures on nutritious and less nutritious foods
Item level transaction data were collected for each participant between mid-July 2010 and mid-March 2011. These data included expenditures on all items purchased in the store. Average weekly expenditures were generated and reported in Aug 2011.
Time frame: 8 months
Change in quantities purchased of nutritious and less nutritious foods
Item level transaction data were collected for each participant between mid-July 2010 and mid-March 2011. These data included quantities of all items purchased in the store. Average weekly quantities purchased were generated and reported in Aug 2011.
Time frame: 8 months
Change in expenditures on nutritious and less nutritious foods in specific food categories.
Item level transaction data were collected for each participant between mid-July 2010 and mid-March 2011. These data included expenditures on all items purchased in the store, as well as the specific product type. With this information, product groupings can be created, such as for dairy, candy, and fresh produce. Average weekly expenditures for these groupings were generated and reported in July 2012.
Time frame: 8 months
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