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The Economics of Chocolate$
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Mara P. Squicciarini and Johan Swinnen

Print publication date: 2016

Print ISBN-13: 9780198726449

Published to Oxford Scholarship Online: March 2016

DOI: 10.1093/acprof:oso/9780198726449.001.0001

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Health Nudges

Health Nudges

How Behavioural Engineering Can Reduce Chocolate Consumption

(p.157) 8 Health Nudges
The Economics of Chocolate

Sabrina Bruyneel

Siegfried Dewitte

Oxford University Press

The present chapter explores behavioural techniques to support consumers in moderating their chocolate consumption. Supporting consumers to resist the lure of chocolate is important because obesity is on the rise, and systematic overconsumption of chocolate may have severe health consequences. The chapter starts from the observation that various cues in the decision environment can threaten consumer self-control by shifting the balance between short-term and long-term considerations about consumption, in favour of the former. A behavioural engineering approach is presented to help consumers deal with situational influences, and change behaviour in a sustainable way. In a first part, nudging is introduced as a behavioural technique that can be applied in support of food choice-making. As the effect of nudges typically fades once they disappear from the decision environment, the second part of the chapter explores mechanisms that can extend the behavioural effects of nudges and eventually yield stable behavioural change.

Keywords:   behavioural change, behavioural engineering, nudges, overconsumption, self-control

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