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

Soraghan, Clidna; Thomson, Elaine; Ensor, John

Authors

Clidna Soraghan

John Ensor



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

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Copyright Statement
Author Posting © Westburn Publishers Ltd, 2017. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Social Business, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Social Business, Vol.6, 20 Dec 2016 No.3, pp.249-265 doi:{10.1362/204440816x14811339560893 http://dx.doi.org/10.1362/204440816x14811339560893







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