On nudging and psychological reactance

Abstract

We test the notion that nudges can encourage healthier food choices while avoiding psychological reactance in a laboratory experiment. We attempt to replicate a well-known nudge intended to reduce snack food consumption. Our study consists of four treatments, with the first two used for replication. In an additional condition, participants learn the purpose of the nudge and show signs of classical reactance. A final condition tests the commercial feasibility of the nudge, gauging participant interest in a nudged product. A majority prefer a nudged product, though the nudge fails in this transparent context, raising questions about the effectiveness of nudges in commercial contexts.