PPS projects with a focus on nudging

Published on
October 10, 2013

This year the department of Consumer Science and Intelligent Systems started three public and private cooperation (PPS) projects in which government and industry come together within the framework of nudging.


Little is known about which environmental nudges impact retail and out-of-home situations as it is often difficult to systematically screen nudges in these real-life situations. Within the PPS project DONRO (Developer of Nudges for Retail and Out-of-home) we are developing a system which could enable the relatively simple screening of the effects of environmental nudges (light, aroma, sound) on individual
consumers in a virtual testing environment. The results will then be validated in real-life tests in shops and restaurants. Partners in the project include, among others Sodexo, Mood Media, Allsens Geurbeleving, Green Dino BV, Noldus Information Technology, Eagle Vision Systems and from Wageningen UR Food & Biobased Research and the Marketing and Consumer Behaviour Group.

For more information contact: Danielle Stijnen (project leader)

Basic Food Products

How can the eating of healthy basic food products be stimulated without being pedantic? This is the main issue within the Basic Food Products project which is focused on nudging bread. Within the research, we use a type of implicit nudging via the surroundings of, for example, a supermarket or bakery. The effect of nudging is measured by means of bread sales. Has bread consumption increased? Has there been a shift from wheat bread to wholemeal bread? Which nudge had the greatest effect on bread consumption? This way, the project can contribute to stimulating a healthy food choice. Partners in this sub-project are the Dutch Bakery Centre (NBC), Schuttelaar & Partners and from
Wageningen UR Food & Biobased Research and the Marketing and Consumer Behaviour Group.

For more information contact: Monique Vingerhoeds (project leader)

ICS Smart apps

Smartphones and tablets enable the provision of customised information. We study how smart apps can stimulate consumers to eat good and healthy food. Within ICS we work with our partners to develop smart software for computers and smartphones that unobtrusively help consumers realise their personal intentions. These apps provide information that is customised to their personal goals and that are in line with how specific consumers want to receive this information.

There are three main case studies:

  1. Consumers with food allergies: What suits the personal allergy profile? This is relevant for making shopping easier without focusing on what people cannot eat.
  2. Fit senior consumers: Cooking good food while unobtrusively keeping an eye on fibres, protein and salt levels; a great way to apply nudging.
  3. Food Lovers: Enjoying food while eating healthier and moving more without consciously counting calories.

For more information contact: Nicole Koenderink (project leader)