Healthy choices under low self-control conditions. What is the role of social influence?

Various studies suggest that people are more prone to choose unhealthy food especially when they are low in self-control, for example when they shop at the supermarket after being tired from tedious tasks at work. Consequently, the common logic dictates that in order to resist food temptations and act in line with long term health goals, people need a high level of self-control. However, the results of a recent study show that that people can resist temptation and make healthy choices, even when they under low self-control conditions, with the help of social influence.

The study was conducted in a Dutch supermarket. Half of the participants before enter the supermarket had to undertake a task that creates mental fatigue and low self-control. The other half of the participants did not undertake the task and therefore, they had higher levels of self-control. After entering the supermarket participants saw a brand of low-fat cheese advertised with the slogan: ‘‘Most sold in this supermarket’’, which creates positive social influence implying that most people who bought cheese in this supermarket bought this particular brand of cheese. Results showed that participants with low self-control bought larger quantities from the advertised low-fat cheese. The findings support the notion that adding advertisements using social influence slogans in supermarkets can help people make healthier choices, especially in low self-control conditions.

Source:

Salmon, S. J., De Vet, E., Adriaanse, M. A., Fennis, B. M., Veltkamp, M., & De Ridder, D. T. (2015). Social proof in the supermarket: promoting healthy choices under low self-control conditions. Food Quality and Preference, 45, 113–120.