Promoting healthy food choices: The effect of a social proof heuristic and cognitive load on the proportion of healthy food choices.

Abstract

Objective: High cognitive load evokes impulsive responses, such as unhealthy food choices. Previous studies show that similar negative effects evoked by self-control and hunger can be eliminated in the presence of a heuristic promoting the healthy food products. The present study aims to extend the current literature by investigating whether the negative consequences of cognitive load on food choice can also be eliminated by presenting a social proof heuristic. Design: In a single empirical laboratory study, participants were offered the hypothetical choice between an unhealthy but attractive and a healthy but considerably less attractive food product. These pairs pose a trade-off dilemma between the short-term and long-term goals. During the task, cognitive load and the presence of a social proof heuristic was manipulated. The present study analyzed the responses of the participants to the trade-off pairs. Results: As hypothesized, the presence of a social proof heuristic did not influence the proportion of healthy food choices among participants under low cognitive load. Contrarily to our hypotheses, cognitive load did not influence the proportion of healthy food choices in the absence of a heuristic and no interaction effect of heuristic and cognitive load was found. However, significant differences in the reaction times of the participants suggested that the social proof heuristic was noticed. Conclusion: Future research would benefit from presenting the food choice unexpectedly and having a larger sample with more variety in education level. As it stands, the present study is inconclusive.