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Publication Details
AFRICAN RESEARCH NEXUS
SHINING A SPOTLIGHT ON AFRICAN RESEARCH
psychology
Healthier by Precommitment
Psychological Science, Volume 25, No. 2, Year 2014
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Description
We tested a voluntary self-control commitment device to help grocery shoppers make healthier food purchases. Participants, who were already enrolled in a large-scale incentive program that discounts the price of eligible groceries by 25%, were offered the chance to put their discount on the line. Agreeing households pledged that they would increase their purchases of healthy food by 5 percentage points above their household baseline for each of 6 months. If they reached that goal, their discount was awarded as usual; otherwise, their discount was forfeited for that month. Thirty-six percent of households that were offered the binding commitment agreed; they subsequently showed an average 3.5-percentage-point increase in healthy grocery items purchased in each of the 6 months; households that declined the commitment and control-group households that were given a hypothetical option to precommit did not show such an increase. These results suggest that self-aware consumers will seize opportunities to create restrictive choice environments for themselves, even at some risk of financial loss. © The Author(s) 2014.
Authors & Co-Authors
Schwartz, Janet A.
United States, New Orleans
A. B. Freeman School of Business
Mochon, Daniel
United States, New Orleans
A. B. Freeman School of Business
Wyper, Lauren
South Africa, Sandton
Discovery Vitality
Maroba, Josiase
South Africa, Sandton
Discovery Vitality
Patel, Deepak N.
South Africa, Sandton
Discovery Vitality
Ariely, Dan
United States, Durham
Fuqua School of Business
Statistics
Citations: 121
Authors: 6
Affiliations: 3
Identifiers
Doi:
10.1177/0956797613510950
ISSN:
09567976
Research Areas
Food Security