# How to nudge students toward healthier snacks? Consumer neuroscience insights on multisensory nudge interventions in university vending machines

## TL;DR

This study explores how visual and smell-based nudges in vending machines can encourage students to choose healthier snacks, using neuroscience to understand their emotional and cognitive responses.

## Contribution

The study introduces a consumer neuroscience approach to evaluate multisensory nudges in vending machines, revealing how emotional and attentional responses influence healthier snack choices.

## Key findings

- Visual and olfactory nudges individually increased the likelihood of healthier snack choices.
- Combined visual and olfactory nudges reduced motivational approach toward snacks.
- Eye-level placement of healthy snacks increased attention, but nudge conditions also influenced this.

## Abstract

Nudge has proven effective in promoting healthier eating, especially in academic environments. However, its application in vending machines has not been extensively studied yet, with existing studies focusing on choice and overlooking the emotional and cognitive responses to these interventions. Our research explored how visual and olfactory nudges (and a combination of both) can encourage healthier choices in university vending machines, and examined the related emotional and cognitive reactions, adopting a consumer neuroscience approach. It encompassed three distinct analysis levels: behavioral (snack choice), neurophysiological (emotional and cognitive reactions assessed through skin conductance and electroencephalography), and attentional (visual attention on snacks evaluated via eye-tracking). The findings revealed that while visual and olfactory nudges, when considered individually, were associated with an increased likelihood of making healthier choices, their combined effect was not significant. Skin conductance indicated that olfactory and combined nudge interventions induced relaxation, potentially promoting healthier choices. Electroencephalography results suggested a reduced motivational approach toward snacks when both nudges were combined. Eye-tracking indicated that individuals pay heightened attention to healthy snacks when positioned at eye level, however, this can also be affected by the nudge condition. Our findings suggest that implementing visual or olfactory nudges alone may promote healthier choices in vending machines, whereas combining them may lessen their impact, and corroborate the importance of positioning target products in locations where they are readily visible to consumers. These insights enhance our understanding of the emotional, cognitive, and attentional components behind nudge interventions and offer practical strategies for promoting healthier eating habits.