Influence by Nudging

During our class session, one of my classmates mentioned how groceries stores are designed in a circuit fashion, making it a little challenging for shoppers to locate items. If you notice carefully when you enter a grocery store like A&P or Shoprite, the vegetables and fruits section is always near the entrance while the junk food and other food items are placed somewhere near the end of the store. Why is that so? Research has shown that placing vegetables and other healthy goods in the front increases the likelihood for shoppers to buy more junk food. Psychologically speaking, shoppers feel more healthy and pleased with themselves after buying leafy greens and fruits thus making them more feel less guilty when buying junk food. The “healthy” purchase compensates for the unhealthy buys. Also, food items that cost more are often displayed at eye-level while goods on the bottom shelf offer better value. Consumer product giants pay for the privilege to have their products placed at eye level because it is human tendency to choose items placed at eye level. By conducting research on human behavior, groceries stores are able to influence a shopper’s buy.

Another interesting application of nudging can be found in Influence by Robert Cialdini. In his book, he pointed out that most television talk shows and comedy series use a laughing audience sound effect despite the fact that people hated them. In this scenario, television producers understand human behavior and social proof so well to utilize influence by nudging. His research has shown that the laughing audience sound effect induces viewers to laugh along because people are especially likely to perform certain actions if they are able to relate to the people who had performed those actions before them. Thus, a show becomes more satisfying because laughing brings about a positive association. As what people say, matter over mind works as well as mind over matter.

Government regulation is deemed necessary to prevent obesity amongst Americans because buyers often fall prey to corporations and groceries stores. However, I feel that it is not good enough. Education on social proof and influence by nudging should be taught in school at a very early age. Educating children and in turn their parents will benefit families throughout America more than setting forth a regulation to prevent groceries stores from setting up their store in ways that encourage more buying and spending.