Health and self-control: promoting unconscious healthy food choices inside the store

Purpose The wide literature about healthy behaviours posits that a high level of self-control is required in order to make healthy choices. This work intends to demonstrate that retailers, through the management of in-store marketing levers, can influence shopping behaviour, no matter which is the individual tendency to engage in cognitive behaviours. For this specific purpose, we have considered participants' “Need for Cognition” as a proxy of...