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Presentation Master's thesis - Amelie Roth - Social Psychology

Last modified on 07-09-2022
Reducing Meat Consumption - Are Dynamic Norm Messages Effective at Increasing the Strength of the Default Effect
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Start date
12-09-2022 11:30
End date
12-09-2022 12:30

Roeterseilandcampus - Building A

Nieuwe Achtergracht 166


The present study contributes to the array of research aiming at informing policymakers about the effectiveness of default interventions to reduce meat consumption. This study is the first to investigate this in a hypothetical food delivery environment. To contemplate how to increase the strength of the default effect, this study examines whether a dynamic norm message can increase the likelihood of choosing plant-based meals in addition to the default. We conducted an online survey whereby we experimentally manipulated the default as the chef’s choice and the dynamic norm as a pop-up message. The findings suggest that participants who were presented with the default were more likely to choose a plant-based dish. Results found no support for a dynamic norm message being effective at increasing the likelihood of choosing plant-based options and increasing the strength of the default effect.Practical implications of defaults to promote sustainable food choices are being discussed. Keywords: default intervention, dynamic norms, reducing meat consumption, hypothetical food delivery environment.