Only 2% of Americans meet the recommended levels of whole grain consumption, despite its association with reduced risk of type 2 diabetes. This study aims to assess if consumers with prediabetes or type 2 diabetes can be encouraged to switch from buying refined grain products to whole grain products when shopping for groceries online. The study will use personalized marketing strategies, with or without discounts which adjust based on purchasing behavior, to promote whole grain consumption.
Age 45 - 70 years.
Able to provide consent.
Resident of Philadelphia, Bucks, Delaware, Chester, or Montgomery Counties in Pennsylvania.
Consume <5 servings of whole grains per day.
Does not meet all the inclusion criteria.
Not able to speak English.
Not able to provide consent.
Parallel
Marketing Nudges Only
BehavioralMarketing nudges encouraging whole grain purchasing, including displaying whole grains (e.g., whole wheat bread, brown rice) at the top of the study's online grocery store, featuring whole grain banner displays, and offering product swaps to highlight whole grain alternatives
Marketing Nudges + Dynamically Adapted Financial Incentives
BehavioralMarketing nudges encouraging whole grain purchasing, including displaying whole grains (e.g., whole wheat bread, brown rice) at the top of the study's online grocery store, featuring whole grain banner displays, and offering product swaps to highlight whole grain alternatives, plus personalized financial incentives with individual incentive amounts optimized weekly based on prior whole grain purchasing behavior and engagement
Change in calories purchased from products that are majority whole grains over time
The study team will use random-effects linear regression models to compare within-subject changes in the calories purchased from whole grains, adjusting for repeated measures, to examine trends over time.
Change in calories purchased from products that are majority refined grains over time
The study team will use random-effects linear regression models to compare within-subject changes in the calories purchased from refined grains, adjusting for repeated measures, to examine trends over time.
Percent of cart spent on whole grains (total dollar on whole grains/cart total)
The study team will use mixed effects linear models with repeated observations to compare changes in this outcome.
Change in dollars spent on products that are majority whole grains over time
The study team will use mixed effects linear models with repeated observations to compare changes in this outcome.
Assessing whole and refined grain purchasing frequency
The study team will assess the participant's self-reported purchasing frequency of different grain categories over the prior week, including rice and other cooked grains; oatmeal, grits, or other cooked cereal; cold cereal; bagels or English Muffins; breads or rolls; tortillas or wraps; pasta; and snacks (popcorn, crackers, granola bars). Response options include: never, 1 - 3 times per week, 4 - 6 times per week, 1 time per day, and 2 or more times per day.
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University of Pennsylvania
Lead sponsor
National Institute on Aging (NIA)
Collaborator
American Heart Association
Collaborator
