Pricing strategies may well be a key to changing behavior, but others favor subsidies over punitive taxes, as a way to encourage people to eat fruits and vegetables and whole grains. The thought is that if you make it cheaper, people will eat more of it, more expensive and people will eat less.
Decades of behavioral economics research argues that consumers are not always so rational and the two strategies have never been tested head to head, to see which one most effectively alters calorie consumption. So, psychological scientist Leonard Epstein at University of Buffalo, decided to explore the persuasiveness of sin taxes and subsides in the laboratory.
Epstein and colleagues simulated a grocery store, “stocked” with images of everything from bananas and whole wheat bread to Dr. Pepper and nachos. A group of volunteers — all mothers — were given laboratory “money” to shop for a week’s groceries for the family. Each food item was priced the same as groceries at a real grocery nearby, and each food came with basic nutritional information.
The mother-volunteers went shopping several times in the simulated grocery. First they shopped with the regular prices, but afterward the researchers imposed either taxes or subsidies on the foods. That is, they either raised the prices of unhealthy foods by 12.5%, and then by 25%; or they discounted the price of healthy foods comparably. Then they watched what the mothers purchased.
To define healthy and unhealthy foods, the scientists used a calorie-for-nutrition value, or CFN, which is the number of calories one must eat to get the same nutritional payoff. For example, nonfat cottage cheese has a very low CFN, because it is high on nutrition but not on calories; chocolate chip cookies have a much higher CFN. The researchers also measured the energy density- essentially calories- in every food.
The results, just published in Psychological Science, a journal of the Association for Psychological Science, show that taxes were more effective in reducing calories purchased over subsides. Specifically, taxing unhealthy foods reduced overall calories purchased, while cutting the proportion of fat and carbohydrates and upping the proportion of protein in a typical week’s groceries. By contrast, subsidizing the prices of healthy food actually increased overall calories purchased without changing the nutritional value at all. It appears that mothers took the money they saved on subsidized fruits and vegetables and treated the family to less healthy alternatives, such as chips and soda pop. Taxes had basically the opposite effect, shifting spending from less healthy to healthier choices. On the basis of this laboratory research, the scientists conclude that subsidizing broccoli and yogurt- as appealing as that idea might be to some- may be unlikely to bring about the massive weight loss the nation now requires.
For more information about this study, please contact: Leonard Epstein (firstname.lastname@example.org).
Psychological Science is ranked among the top 10 general psychology journals for impact by the Institute for Scientific Information. For a copy of the article "The Influence of Taxes and Subsidies on Energy Purchased in an Experimental Purchasing Study" and access to other Psychological Science research findings, please contact Catherine Allen-West at email@example.com or 202-293-9300.
Catherine Allen-West | EurekAlert!
First form of therapy for childhood dementia CLN2 developed
25.04.2018 | Universitätsklinikum Hamburg-Eppendorf
Do microplastics harbour additional risks by colonization with harmful bacteria?
05.04.2018 | Leibniz-Institut für Ostseeforschung Warnemünde
Magnetic resonance imaging, or MRI, is a widely used medical tool for taking pictures of the insides of our body. One way to make MRI scans easier to read is...
At the Hannover Messe 2018, the Bundesanstalt für Materialforschung und-prüfung (BAM) will show how, in the future, astronauts could produce their own tools or spare parts in zero gravity using 3D printing. This will reduce, weight and transport costs for space missions. Visitors can experience the innovative additive manufacturing process live at the fair.
Powder-based additive manufacturing in zero gravity is the name of the project in which a component is produced by applying metallic powder layers and then...
Physicists at the Laboratory for Attosecond Physics, which is jointly run by Ludwig-Maximilians-Universität and the Max Planck Institute of Quantum Optics, have developed a high-power laser system that generates ultrashort pulses of light covering a large share of the mid-infrared spectrum. The researchers envisage a wide range of applications for the technology – in the early diagnosis of cancer, for instance.
Molecules are the building blocks of life. Like all other organisms, we are made of them. They control our biorhythm, and they can also reflect our state of...
University of Connecticut researchers have created a biodegradable composite made of silk fibers that can be used to repair broken load-bearing bones without the complications sometimes presented by other materials.
Repairing major load-bearing bones such as those in the leg can be a long and uncomfortable process.
Study published in the journal ACS Applied Materials & Interfaces is the outcome of an international effort that included teams from Dresden and Berlin in Germany, and the US.
Scientists at the Helmholtz-Zentrum Dresden-Rossendorf (HZDR) together with colleagues from the Helmholtz-Zentrum Berlin (HZB) and the University of Virginia...
13.04.2018 | Event News
12.04.2018 | Event News
09.04.2018 | Event News
26.04.2018 | Power and Electrical Engineering
26.04.2018 | Life Sciences
26.04.2018 | Power and Electrical Engineering