Behavioural economics: priming and change in environment to increase food and drink consumption, and insights for future strategies the case of Servette FC north tribune’s refreshment bars.
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MSc in Marketing
Dublin Business School
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Background: Behavioural economics challenges the traditional economic dogma by portraying humans as being mostly irrational. Therefore, psychological bias can be used to influence behaviours through so-called nudges. Purpose: This goal-oriented evaluative research aims at increasing sales of two specific products using nudges designed using behavioural economics theory. It compares both nudges as well as providing insights on supporters for future strategies to be created. Methodology: This study used a mix-methods approach providing both quantitative and qualitative data. In collaboration with the Servette FC, two nudges have been implemented: the first one acting as a prime and leveraging social influence, the second one consisted in a change in environment. In addition, two surveys have been done: one at the 4th of November game during the first implementation, while the second was sent digitally via email the week before the second experiment. Findings: It turns out that both implementations have worked, but the change in context (+33% sales increase) did work better than the nudge as a prime (+8,20%). Besides, it seems that nudging into non-desired behaviours has its limits. Still, insights that will help create further strategies have been found. Implications: Such findings show that even if nudges do work, some work better than others, but not because of the type of nudge implemented only. In fact, data on the researched population should be gathered first to understand the choice decision process, as well as levers and restraints implied in choice decision-making. This step could help in better nudge design. Moreover, as literature on nudges strategies is not complete as of today, more work for business implementation should be done.