Michael Hans Dorn

Normative prompts reduce consumer food waste in restaurants

This field study demonstrates that prompts reduce food waste in a restaurant. Based on the behavioral change literature, it was hypothesized that (1) informational prompts encourage consumers to reduce food waste, and that (2) an informational prompt with a normative message is more effective than a prompt with only an informative message. The results were mixed. As expected, diners who were exposed to prompts asked to take away their leftovers more frequently than diners who were exposed to no prompts. However, prompts with an informative and normative message were no more powerful than prompts with only an informative message.

Social influence fosters the use of a reusable takeaway box

The severe ecological and economic consequences of disposable takeaway containers call for the implementation of effective interventions: namely, the use of reusable takeaway boxes. The present field study examined how social influence determined whether customers chose a reusable or a disposable takeaway box at a takeaway restaurant. We unobtrusively recorded the takeaway packaging choices (reusable vs. disposable) of customers over lunchtimes during a period of four weeks. We operationalized social influence in two ways. First, we manipulated social norms. For half of the field days, we added a normative message to the existing informational material on the counter of the takeaway outlet. Second, we observed social modeling by recording whether the takeaway packaging choice took place in the presence of other customers using a reusable takeaway box. The results were mixed: On one hand, we found no effect from the manipulated social norm, which we discuss in the light of past interventions using social norm messages. On the other hand, we found an effect of the observed social modeling: witnessing others using a reusable takeaway box increased the odds of choosing one oneself. This finding demonstrates the importance of getting customers to perform the desired behavior, to serve as social role models for others.

Partitioning the Choice Task Makes Starbucks Coffee Taste Better

Consumers are often less satisfied with a product chosen from a large assortment than a limited one. Experienced choice difficulty presumably causes this as consumers have to engage in a great number of individual comparisons. In two studies we tested whether partitioning the choice task so that consumers decided sequentially on each individual attribute may provide a solution. In a Starbucks coffee house, consumers who chose from the menu rated the coffee as less tasty when chosen from a large rather than a small assortment. However, when the consumers chose it by sequentially deciding about one attribute at a time, the effect reversed. In a tailored-suit customization, consumers who chose multiple attributes at a time were less satisfied with their suit, compared to those who chose one attribute at a time. Sequential attribute-based processing proves to be an effective strategy to reap the benefits of a large assortment.