Relative Influence of Calorie Labeling and Behavioral Economic Nudges in Altering Fast Food Choice

Introduction: A recent popular tool to influence obesity is calorie labeling. However, research from behavioral economics has shown that relatively small and simple changes to the environment can �nudge� people in the right direction and often achieve significant results. Here, we directly test the relative influence of calorie labeling vs. behavioral nudging to reduce calorie consumption in a fast food restaurant.

Methods: Two field experiments were conducted at an Asian-style fast food restaurant located on a southeastern private university campus. We tested the relative influence of calorie labeling and a behavioral �nudge� presented verbally by restaurant staff ( �would you like to cut over 200 calories from your meal� by taking a half-portion of the side dish).(N=1,131)

Results: Thirty percent of university/hospital staff and 21% of college students accepted the nudge before labeling was introduced, reducing the total food calories purchased by 99 and 45 calories, respectively (p<.05). The labeling manipulation, in contrast, did not lead to a change in total calories purchased. The labeling by nudge interaction for total calories purchased was marginally significant (p<09) such that calorie savings from the nudge were smaller in the presence of labeling. Additionally, acceptance of the nudge offer was lower in the presence of labeling (21% versus 13%, p<.05).

Conclusions: While labeling did not alter food choice, a behavioral economics nudge did. Other policies and interventions could be improved by utilizing the findings of behavioral economics.