Open Science Online Grocery: A Tool for Studying Choice Context and Food Choice

Journal Article (Journal Article)

The purpose of this article is to introduce a new tool—the Open Science Online Grocery—for studying the effects of the choice context on purchasing decisions. We first review the features of the tool: a mock online grocery store containing over 11,000 products wherein researchers can modify the choice context (e.g., positioning, labeling, suggestions) and observe resulting choice. Then, we present three studies illustrating how the tool can help assess how changes to labeling, ordering, and positioning affect choice. We find that both ordering and positioning have significant effects on choice while labeling does not. These findings largely align with existing research in field and laboratory settings. We hope this tool proves useful to researchers wanting to test choice context modifications in a relatively affordable and efficient manner.

Full Text

Duke Authors

Cited Authors

  • Howe, HS; Ubel, PA; Fitzsimons, GJ

Published Date

  • October 1, 2022

Published In

Volume / Issue

  • 7 / 4

Start / End Page

  • 393 - 402

Electronic International Standard Serial Number (EISSN)

  • 2378-1823

International Standard Serial Number (ISSN)

  • 2378-1815

Digital Object Identifier (DOI)

  • 10.1086/720449

Citation Source

  • Scopus