Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 499121
Title An In-Store Experiment on the Effect of Accessibility on Sales of Wholegrain and White Bread in Supermarkets
Author(s) Wijk, R.A. de; Maaskant, A.J.; Polet, I.A.; Holthuysen, N.T.E.; Kleef, E. van; Vingerhoeds, M.H.
Source PLoS One 11 (2016)3. - ISSN 1932-6203 - 8 p.
Department(s) FBR Consumer Science & Health
Marketing and Consumer Behaviour
Publication type Refereed Article in a scientific journal
Publication year 2016
Abstract Even though whole grain foods have various health benefits, consumers have been found not to eat enough of them. Nudging interventions are built on the premise that food purchases and consumption are strongly influenced by the environment in which decisions are made. Little research has been conducted to examine the influence of a small and inexpensive nudging intervention on bread choices in a real-life supermarket context. An in-store experiment was conducted in two six-week periods in two supermarkets to investigate the
effects of accessibility on consumers’ purchase of healthier whole grain and other types of bread. In the high accessibility condition, healthier bread was placed in a more convenient location for the shopper on the left side of the shelves where it was encountered first. In the low accessibility condition, it was placed on the right side. There were consistent significant differences in sales between supermarkets, types of bread, day of the week, but not between low and high accessibility. Additional research is needed to better understand the
effects of convenience and accessibility on bread choices.
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