Nudging children towards whole wheat bread: a field experiment on the influence of fun bread roll shape on breakfast consumption

BMC Public Health

René A de Wijk¹  Monique H Vingerhoeds¹  Ilse A Polet¹  Milou Vrijhof¹  Ellen van Kleef² 

[1] Wageningen UR-Food and Biobased Research, Consumer Science and Intelligent Systems, Bornse Weilanden 9, Wageningen, The Netherlands;Wageningen University, Marketing and Consumer Behaviour Group, Hollandseweg 1, Wageningen, The Netherlands

关键词: Visual appeal;    Bread shape;    Children’s food preferences;    Whole-wheat bread;    Whole grain;    Nudging;    Nudge;   

Others  :  1128076
DOI  :  10.1186/1471-2458-14-906

 received in 2014-03-14, accepted in 2014-07-28,  发布年份 2014

【 摘 要 】

Background

Many children do not eat enough whole grains, which may have negative health consequences. Intervention research is increasingly focusing on nudging as a way to influence food choices by affecting unconscious behavioural processes. The aim of this field study was to examine whether the shape of bread rolls is able to shift children’s bread choices from white to whole wheat during breakfast to increase whole grain intake.

Methods

In a between-subjects experiment conducted at twelve primary schools in the Netherlands, with school as the unit of condition assignment, children were exposed to an assortment of white and whole wheat bread rolls, both varying in shape (regular versus fun). Children were free to choose the type and number of bread rolls and toppings to eat during breakfast. Consumption of bread rolls was measured at class level via the number of bread rolls before and after breakfast. In addition, children (N = 1113) responded to a survey including questions about the breakfast.

Results

Results of the field experiment showed that about 76% of bread consumption consisted of white bread rolls. Consumption of white bread rolls did not differ according to shape (all P-values > 0.18). However, presenting fun-shaped whole wheat bread rolls almost doubled consumption of whole wheat bread (P = 0.001), particularly when the simultaneously presented white bread rolls had a regular shape (interaction P = 0.02). Survey results suggest that slight increases in perceived pleasure and taste are associated with these effects.

Conclusions

Overall, presenting whole wheat bread in fun shapes may be helpful in increasing consumption of whole wheat bread in children. Future research could examine how improving the visual appeal of healthy foods may lead to sustained behaviour changes.

【 授权许可】

   
2014 Van Kleef et al.; licensee BioMed Central Ltd.

【 图 表 】

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