Making Nutritional Information Digestible: Effects of a Receipt-Based Intervention on Restaurant Purchases
We study the effects of receipts that include personalized ordering suggestions designed to reduce fat and calorie consumption on purchasing behavior at a restaurant chain. We find that customers, in the aggregate, made most of the item substitutions that were encouraged by the messages, such as substituting ham for sausage in a breakfast sandwich, or substituting frozen yogurt for ice cream, though effects on overall calories and fat consumed were small. The results illustrate the potential of emerging information technologies, which allow retailers to tailor product marketing to individual consumers, to contribute in meaningful new ways to the battle against obesity.
Funded by NIH grants R21 DK075642 and 3R21DK075642-02S1. We thank Kyle Dean, Jay Ferro, Molly Chester and Nitin Pai for their patience and cooperation. The views expressed herein are those of the authors and do not necessarily reflect the views of the National Bureau of Economic Research.
Journal of Health Economics Volume 39, January 2015, Pages 106–122 Cover image Micro-marketing healthier choices: Effects of personalized ordering suggestions on restaurant purchases ☆ Kelly Bedard1, , Peter Kuhn,