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The finding follows analysis of purchases from a real shop in which the location of the produce was changed with no further advertising or messaging added to encourage customers -- suggesting that a simple "nudge" can encourage increased fruit and vegetable consumption without any conscious action by the consumer.
The changes to the location of the fruit and vegetables within the shop, Warwick's own Rootes Grocery Store, saw them being moved to closer to the store's entrance. This decision had been made without either the aim of conducting a research experiment or to purposefully encourage a healthier diet.
Research - Dr - Oyinlola - Oyebode - Warwick
Instead, the research, led by Dr Oyinlola Oyebode of Warwick Medical School, was conducted only after the researchers had heard about the changes and were keen to investigate whether they had had any effect on fruit and vegetable purchasing.
Rootes Grocery StoreThe researchers collected data from the shop tills (from January 2012 to July 2017) to examine sales before, during and after changes to the store's layout.
Data - Researchers - Layout - Changes - Increase
From the collected data the researchers found that after the layout changes there was an increase in the percentage of the store's total sales that were fruit and vegetables, both in terms of items sold and by value of total sales. They bought approximately 15% more fruit and vegetables than would have been expected without the intervention.
The researchers also found that the increase in fruit and vegetables sales following their new location may be maintained over time -- meaning that such...
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