Menu positions influence soft drink selection at touchscreen kiosks
Document Type
Article
Publication Title
Psychology and Marketing
Abstract
The current study investigates whether companies can influence which soft drink consumers select on touchscreen kiosks. Soft drink options presented on touchscreen kiosks are multi-dimensional stimuli represented by icons and locations. Over time the pairing of icon and location forms an expectation that certain icons will be in certain locations. As a result of these location expectations, changing the order of soft drinks may help consumers consider more healthful items. In the current study, the Coca-Cola icon was moved from the first to last location and the Coke Zero icon from the third to first. The intervention decreased the number of times Coca-Cola was sold and increased the number of times Coke Zero was sold. The discussion explores the rationale for the intervention and the importance of fitting interventions into existing choice environments to modify real-world behavior.
First Page
964
Last Page
970
DOI
10.1002/mar.21248
Publication Date
10-1-2019
Recommended Citation
Schmidtke, Kelly Ann; Watson, Derrick G.; Roberts, Pendaran; and Vlaev, Ivo, "Menu positions influence soft drink selection at touchscreen kiosks" (2019). Liberal Arts Faculty Publications. 59.
https://doi.org/10.1002/mar.21248
https://collections.uhsp.edu/liberal-arts_pubs/59