Inspire Healthier Choices
This experiment explores using gamification to inspire healthier choices in online grocery shopping. It discusses the rise of online grocery shopping, defines concepts like nudge and gamification, outlines the objectives and methodology of the experiment, and addresses challenges faced. The feasibility of gamification in online grocery shopping and its potential impact on attracting customers and fostering partnerships are also considered.
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Presentation Transcript
Gamification: An Experiment in Online Grocery Shopping to Inspire Healthier Choices October 10th, 2019
Background From 2020-24, $100 BI will be spent in online grocery shopping annually From 2024-27, 70% of grocery shopping will be done online in the US Independently of income, online shopping will be important for food purchase (Nielsen and IMF, 2018; Zhang et al., 2018)
Dictionary Nudge /n j/ verb 1. Alters people s behaviors in a predictable way without forbidding any option of significantly changing their economic incentives. To count as nudge, the intervention must be easy and cheap to avoid (Thaler and Sunstein, 2018). Indirect suggestions as ways to change the behavior/decision making of groups or individuals 2. Gam i fi ca tion / mif k SH n/ Noun 1. 2. The adoption of (video) games in everyday life. The application of typical elements of game playing (e.g. point scoring, competition with others, rules of play) to make non-game products and services more enjoyable and engaging.
Objectives Simulated an online grocery shopping environment Test gamification in online shopping Nudge shoppers for healthier meals Test multiple designs in an experimental setting
Experiment Difference-in-difference methodology to measure gamification effect Participants will shop for one week of meals and snacks for their household
Challenges Growth of a flower? How to choose items Mimic Peapod Nudge Guiding Stars Label Show nutrition facts labels and ingredient list Comprehension
Challenges Meals? Days? Weeks? Limits? List? # Products? # People living in the household? How many meals? Performance in round n-1 Aggregations Grade?
Does gamification workin online grocery shopping? Can it be used by food retailers to attract customers? Is there an opportunity for public/private partnerships?
