The One that I Want: Strong personal preferences render the center-stage nudge redundant

In recent years there has been increased attention for nudging as a tool to alter consumer decisions. While nudges should in theory preserve freedom of choice by respecting consumers’ preferences, empirical scrutiny of this claim is sparse. This research investigates the effectiveness of a center-stage nudge to encourage the consumption of a small portion size of soda. Specifically, in all studies we measure the extent to which strong...