Treat yo self! Junk food addicts can be helped by offering rewards | Health - Hindustan Times
close_game
close_game

Treat yo self! Junk food addicts can be helped by offering rewards

ByANI, Washington Dc
Apr 29, 2016 02:50 PM IST

Consumers, who have poor eating habits and who are overweight, benefit the most from long-term reward incentives than if they are offered price reductions of an equal value.

If even after all the motivational posters and speeches, you are unable to keep yourself from reaching out for that bag of chips, this is for you.

If you have poor eating habits and are overweight, you will benefit the most from long-term reward incentives than price reductions of an equal value.(Shutterstock)
If you have poor eating habits and are overweight, you will benefit the most from long-term reward incentives than price reductions of an equal value.(Shutterstock)

According to the Cornell University research, the most effective strategy for influencing healthy food choices and get someone off junk food, is to give him or her incentives that reward healthy eating behaviour.

Hindustan Times - your fastest source for breaking news! Read now.

Researchers Robert Kwortnik and Brian Wansink showed that people who have poor eating habits and who are overweight, benefit the most from long-term reward incentives than if they are offered price reductions of an equal value. However, among healthy eaters, price breaks lead to more purchases of less healthy items.

The findings are significant because they reveal a positive path - behavioural rewards for making good food choices to healthy eating, as opposed to the punitive path. (Shutterstock)
The findings are significant because they reveal a positive path - behavioural rewards for making good food choices to healthy eating, as opposed to the punitive path. (Shutterstock)

According to Kwortnik, the findings are significant because they reveal a positive path - behavioural rewards for making good food choices to healthy eating, as opposed to the punitive path (e.g., calorie counting or food restrictions).

He added, “We find that offering rewards, such as points that can be redeemed later, encourage healthy food choices, especially for consumers with bad eating habits. So restaurants can encourage repeat patronage with reward programs and encourage healthy eating by rewarding consumers for making better choices. It’s a win-win.”

Read: Eat right during a long flight to lessen discomfort

For junk food addicts, behavioural reward programs introduce more variety, especially among healthy food choices, and consumers are rewarded for making smarter choices. The study indicates “incentivizing with behavioural rewards is more effective for people who are either overweight or junk-food junkies. The points received for each healthy choice not only led to a reward (e.g., accumulated cash value or free food), but also signify the otherwise intangible benefits of an isolated act of eating healthy.”

Behavioural reward programmes introduce more variety, especially among healthy food choices, and you are rewarded for making smarter choices. (Shutterstock)
Behavioural reward programmes introduce more variety, especially among healthy food choices, and you are rewarded for making smarter choices. (Shutterstock)

For food service providers, healthy eating incentives help build a better brand at a lower cost. The study said, “While fast-food restaurants spend millions on marketing healthy menu options, these efforts have little effect on people’s choices.”

The findings also provide a better solution for governments and policymakers that rely on taxation and regulation to promote healthy eating. While those solutions place undesirable burdens on businesses, policies or regulations to encourage behavioural rewards programs are unlikely to stimulate negative reactions from food companies because such programs help promote the healthy food items already on their menus and encourage repeat customers.

The study appears in the Cornell Hospitality Quarterly.

Follow @htlifeandstyle for more

Oscars 2024: From Nominees to Red Carpet Glam! Get Exclusive Coverage on HT. Click Here

Catch your daily dose of Fashion, Health, Festivals, Travel, Relationship, Recipe and all the other Latest Lifestyle News on Hindustan Times Website and APPs
SHARE THIS ARTICLE ON
Share this article
SHARE
Story Saved
Live Score
OPEN APP
Saved Articles
Following
My Reads
Sign out
New Delhi 0C
Friday, March 29, 2024
Start 14 Days Free Trial Subscribe Now
Follow Us On