Prompting a Switch From Refined Grains to Whole Grains in an Online Grocery Store Using Marketing Nudges and Financial Incentives
University of Pennsylvania
Summary
Only 2% of Americans meet the recommended levels of whole grain consumption, despite its association with reduced risk of type 2 diabetes. This study aims to assess if consumers with prediabetes or type 2 diabetes can be encouraged to switch from buying refined grain products to whole grain products when shopping for groceries online. The study will use personalized marketing strategies, with or without discounts which adjust based on purchasing behavior, to promote whole grain consumption.
Description
The overall objective of this study is to determine if behaviorally informed marketing strategies or those same strategies plus dynamically adapted financial incentives can prompt consumers with prediabetes or diabetes to switch from refined to whole grain products when grocery shopping online. The specific aims of the study are: Aim 1: To demonstrate the feasibility of conducting a randomized controlled trial (RCT) via an online grocery delivery platform and to refine mechanism-based marketing nudges and incentives based on user insights. The overall objective of this aim is to customize the…
Eligibility
- Age range
- 45–70 years
- Sex
- All
- Healthy volunteers
- No
Inclusion Criteria: * Age 45 - 70 years. * Able to provide consent. * Resident of Philadelphia, Bucks, Delaware, Chester, or Montgomery Counties in Pennsylvania. * Consume \<5 servings of whole grains per week. * Use online grocery shopping at least once per month. * Have access to a credit or debit card to pay for groceries purchased. * Have reliable internet access. * Speak English. * Penn Medicine patient diagnosed with prediabetes or diabetes (identified using ICD-10 codes R73.03, E11). Exclusion Criteria: * Does not meet all the inclusion criteria. * Not able to speak English. * Not ab…
Interventions
- BehavioralMarketing Nudges Only
Marketing nudges encouraging whole grain purchasing, including displaying whole grains (e.g., whole wheat bread, brown rice) at the top of the study's online grocery store, featuring whole grain banner displays, and offering product swaps to highlight whole grain alternatives
- BehavioralMarketing Nudges + Dynamically Adapted Financial Incentives
Marketing nudges encouraging whole grain purchasing, including displaying whole grains (e.g., whole wheat bread, brown rice) at the top of the study's online grocery store, featuring whole grain banner displays, and offering product swaps to highlight whole grain alternatives, plus personalized financial incentives with individual incentive amounts optimized weekly based on prior whole grain purchasing behavior and engagement
Location
- University of PennsylvaniaPhiladelphia, Pennsylvania