Authors:
Niklas Eriksson
1
;
2
;
Asle Fagerstrøm
2
;
Valdimar Sigurðsson
3
;
Nils-Magne Larsen
4
and
Vishnu Menon
5
Affiliations:
1
Arcada University of Applied Sciences, Jan-Magnus Janssonin aukio 1, 00420 Helsinki, Finland
;
2
Kristiania University College, Prinsens gate 7-9, 0152 Oslo, Norway
;
3
Reykjavik University, Menntavegur 1, 101 Reykjavík, Iceland
;
4
The Arctic University of Norway, Havnegata 5, 9404 Harstad, Norway
;
5
Massey University, PO Box 756, Wellington 6140, New Zealand
Keyword(s):
Healthy Food Purchase, Self-Service Technology, Grocery Retailing, Decision Support, Conjoint Experiment.
Abstract:
Shopping carts, in general, should be suitable for carrying smart technology in the retail store environment. Also, a smart shopping cart can present verbal motivating stimuli to increase healthier food purchases. A conjoint experiment was used to test with a hypothetical purchasing task for young consumers (n=91) the potential of motivating stimulus on smart shopping carts to influence healthier purchases when buying frozen pizza. The results show a positive impact for all stimuli stemming from the smart shopping cart, three of which were health-based. This shows that stimuli revealing dynamic and personalized data through smart technology in a physical grocery retail setting have the potential to outperform traditional brand statements. Our conjoint experiment increased young consumers’ likelihood of choosing a healthier frozen pizza. This result demonstrates that verbal stimuli on smart shopping carts can function as motivating augmentals on young adult consumers’ healthier food p
urchases and are in line with the market positioning and customer-service focus of many retailers and brands today, emphasizing a social marketing standing.
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