Using food labels to evaluate the practice of nudging in a social marketing context

Soraghan, Clidna; Thomson, Elaine; Ensor, John

Abstract

Objectives
Voluntary, front of pack (FoP) food labels were used to examine the practice of nudging in a social marketing context.
Background
With the explosion of social marketing, the goal of marketing has shifted from simply selling products, to 'selling' behaviours. Nudging is an approach used by social marketers to passively edge individuals into making certain choices.
Method
Thaler and Sunstein's (2008) guiding characteristics of a nudge are used in conjunction with FoP labels to critique the practice of nudging.
Results
In doing do, several practical lessons have been drawn for social marketers considering using a nudge technique. Specifically, it has been demonstrated that the use of nudging may necessitate new ethical considerations.

Citation

Soraghan, C., Thomson, E., & Ensor, J. (2016). Using food labels to evaluate the practice of nudging in a social marketing context. Social Business, 6(3), 249-265. https://doi.org/10.1362/204440816x14811339560893

• Journal Article Type: Article
• Acceptance Date: Oct 21, 2016
• Publication Date: Dec 20, 2016
• Deposit Date: Feb 1, 2017
• Publicly Available Date: Jun 21, 2018
• Journal: Social Business
• Print ISSN: 2044-4087
• Publisher: Westburn Publishers
• Peer Reviewed: Peer Reviewed
• Volume: 6
• Issue: 3
• Pages: 249-265
• DOI: https://doi.org/10.1362/204440816x14811339560893
• Keywords: Nudge, behavioural economics, social marketing, front of pack nutrition labels, nutrition labelling,
• Public URL: http://researchrepository.napier.ac.uk/Output/679458