• The Stroop effect is one of the most well-known phenomena in cognitive psychology. It is related to selective attention, which is the ability of the intellect to respond to certain environmental stimuli while ignoring others.
• Large print on a low-calorie menu can influence healthy food choices.
There are a number of reasons why people choose to order healthy food at restaurants, and a new study shows that the font size on menus that display calorie counts is one of them. The study, published in the International Journal of Hospitality Management, suggests that people may be swayed to order healthy options if the calorie count is written in a larger font. It examines the effect of such typographic techniques used for menus on the food choices of restaurant consumers.
Previous studies have shown that explicit references to healthy eating can, in some cases, cause consumers to react against them by opting for unhealthy choices due to the perception that "the health" it means a sacrifice in terms of flavor.
The study used the Numeric Stroop Effect (NSE) to influence consumer choices. NSE is the effect on the mind of numbers whose magnitudes do not correspond to their perception (for example, a large 5 next to a small 7, instead of a large 7 next to a small 5), slowing reaction speed and increasing concentration. This effect is also manifested in the case of colors (for example, the word "green" written in orange), with people taking longer to pronounce the correct color than when the color and word match.
Determining healthier choices
research showed that by using higher numbers on menus for low-calorie options, people can be induced to choose the healthier options.
One reason is the time pressure when choosing food in restaurants – people can see these numbers faster if their eyes are drawn to them, decreasing their reaction speed and increasing their ability to focus on the numbers.
Based on the tests performed, Ruiying Horse, the main author of the paper, claims that "When restaurants use a larger font size for the calorie content of healthy foods, even if the number itself is smaller, it will increase consumers' preference to order the healthier item".
In the study, participants were asked to choose from a menu between healthy items, such as a grilled chicken sandwich, and a less healthy option, such as a smoked beef burger. They were split into two groups and only one group was given the lower calorie menus printed in a larger font. The researchers found that those in this group were more likely to choose healthier options than those who were given menus that did not have altered font sizes.
In support of consumers
The research also found that people who were preoccupied with healthy eating were less likely to be affected. The scientists suggested that this may be because they had more clearly defined nutritional goals than the others and were therefore less likely to be influenced in their choices by the larger characters.
The method, he claims Falls, could help restaurants convince consumers to make healthier choices with more subtle cues than the emphatic and disturbing declaration of a certain product as right for some consumers "good for health".
Source: International Journal of Hospitality Management, "The numerical stroop effect on consumer preference to order healthy food" (Numerical stroop effect on consumers' preference to order healthy food).
Article written by Gabriela Dan, Editor of Arta Albă
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