Consumer Strategies to Improve the Efficacy of Posted Calorie Information: How Provincial Norms Nudge Consumers to Healthier Consumption

Seeking to help consumers make healthier decisions, the U.S. Food and Drug Administration (FDA) mandated in 2010 the direct posting of calorie information on menus. Research, however, consistently demonstrates this mandate to not be as effective as intended despite required compliance in 2018. In response, the present research proposes a social marketing technique that leverages provincial norms (i.e., norms that are specific to consumption...