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Public acceptability of nudging and taxing to reduce consumption of alcohol, tobacco, and food: A population-based survey experiment

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  • Reynolds, J.P.
  • Archer, S.
  • Pilling, M.
  • Kenny, M.
  • Hollands, G.J.
  • Marteau, T.M.

Abstract

There is growing evidence for the effectiveness of choice architecture or ‘nudge’ interventions to change a range of behaviours including the consumption of alcohol, tobacco and food. Public acceptability is key to implementing these and other interventions. However, few studies have assessed public acceptability of these interventions, including the extent to which acceptability varies with the type of intervention, the target behaviour and with evidence of intervention effectiveness. These were assessed in an online study using a between-participants full factorial design with three factors: Policy (availability vs size vs labelling vs tax) x Behaviour (alcohol consumption vs tobacco use vs high-calorie snack food consumption) x Evidence communication (no message vs assertion of policy effectiveness vs assertion and quantification of policy effectiveness [e.g., a 10% change in behaviour]). Participants (N = 7058) were randomly allocated to one of the 36 groups. The primary outcome was acceptability of the policy. Acceptability differed across policy, behaviour and evidence communication (all ps < .001). Labelling was the most acceptable policy (supported by 78%) and Availability the least (47%). Tobacco use was the most acceptable behaviour to be targeted by policies (73%) compared with policies targeting Alcohol (55%) and Food (54%). Relative to the control group (60%), asserting evidence of effectiveness increased acceptability (63%); adding a quantification to this assertion did not significantly increase this further (65%). Public acceptability for nudges and taxes to improve population health varies with the behaviour targeted and the type of intervention but is generally favourable. Communicating that these policies are effective can increase support by a small but significant amount, suggesting that highlighting effectiveness could contribute to mobilising public demand for policies. While uncertainty remains about the strength of public support needed, this may help overcome political inertia and enable action on behaviours that damage population and planetary health.

Suggested Citation

  • Reynolds, J.P. & Archer, S. & Pilling, M. & Kenny, M. & Hollands, G.J. & Marteau, T.M., 2019. "Public acceptability of nudging and taxing to reduce consumption of alcohol, tobacco, and food: A population-based survey experiment," Social Science & Medicine, Elsevier, vol. 236(C), pages 1-1.
    • Handle: RePEc:eee:socmed:v:236:y:2019:i:c:7
    DOI: 10.1016/j.socscimed.2019.112395
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    References listed on IDEAS

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    1. Agent relationships and information asymmetries in public health
      by Bren Collins in The Academic Health Economists' Blog on 2019-12-11 07:00:00

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    2. Romain Espinosa & Anis Nassar, 2021. "The Acceptability of Food Policies," Post-Print halshs-03210654, HAL.
    3. James P. Reynolds & Milica Vasiljevic & Mark Pilling & Marissa G. Hall & Kurt M. Ribisl & Theresa M. Marteau, 2020. "Communicating Evidence about the Causes of Obesity and Support for Obesity Policies: Two Population-Based Survey Experiments," IJERPH, MDPI, vol. 17(18), pages 1-19, September.
    4. Rafaï, Ismaël & Ribaillier, Arthur & Jullien, Dorian, 2025. "The impact on nudge acceptability judgements of framing and consultation of the targeted population," Behavioural Public Policy, Cambridge University Press, vol. 9(1), pages 176-191, January.
    5. María Angélica Arbeláez & Alejandro Becerra & Miguel Benítez & Ximena Cadena & María José Mejía, 2021. "Elementos para el diseno de un impuesto a alimentos y bebidas altos en sodio, grasas y/o azúcares en Colombia," Coyuntura Económica, Fedesarrollo, vol. 51, pages 37-79, December.
    6. Peter John & Aaron Martin & Gosia Mikołajczak, 2023. "Support for behavioral nudges versus alternative policy instruments and their perceived fairness and efficacy," Regulation & Governance, John Wiley & Sons, vol. 17(2), pages 363-371, April.
    7. Arthur Ribaillier & Ismaël Rafaï & Dorian Jullien, 2021. "The Impact on Acceptability Judgments about Nudges of Framing and Consultation with the Targeted Population," GREDEG Working Papers 2021-12, Groupe de REcherche en Droit, Economie, Gestion (GREDEG CNRS), Université Côte d'Azur, France.
    8. Banerjee, Sanchayan & Picard, Julien, 2023. "Thinking through norms can make them more effective. Experimental evidence on reflective climate policies in the UK," LSE Research Online Documents on Economics 120057, London School of Economics and Political Science, LSE Library.
    9. Banerjee, Sanchayan & Picard, Julien, 2023. "Thinking through norms can make them more effective. Experimental evidence on reflective climate policies in the UK," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 106(C).
    10. Marjolein C. Harbers & Cédric N.H. Middel & Josine M. Stuber & Joline W.J. Beulens & Femke Rutters & Yvonne T. van der Schouw, 2021. "Determinants of Food Choice and Perceptions of Supermarket-Based Nudging Interventions among Adults with Low Socioeconomic Position: The SUPREME NUDGE Project," IJERPH, MDPI, vol. 18(11), pages 1-14, June.
    11. Mantzari, Eleni & Reynolds, James P. & Jebb, Susan A. & Hollands, Gareth J. & Pilling, Mark A. & Marteau, Theresa M., 2022. "Public support for policies to improve population and planetary health: A population-based online experiment assessing impact of communicating evidence of multiple versus single benefits," Social Science & Medicine, Elsevier, vol. 296(C).
    12. Christine Kawa & Wim H. Gijselaers & Jan F. H. Nijhuis & Patrizia M. Ianiro-Dahm, 2022. "Are You “Nudgeable”? Factors Affecting the Acceptance of Healthy Eating Nudges in a Cafeteria Setting," IJERPH, MDPI, vol. 19(7), pages 1-20, March.
    13. Laura M. König & Vera Araújo‐Soares, 2023. "Will the Farm to Fork strategy be effective in changing food consumption behavior? A health psychology perspective," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 45(2), pages 785-802, June.
    14. Luca Congiu & Ivan Moscati, 2022. "A review of nudges: Definitions, justifications, effectiveness," Journal of Economic Surveys, Wiley Blackwell, vol. 36(1), pages 188-213, February.

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