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.
- Loyalty card shoppers at Hannaford grocery stores
- No children in household
- Less than 75% of food purchases made at Hannaford grocery stores