Can Interface Cues Nudge Modeling of Food Consumption? Experiments on a Food-Ordering Website

Following the nudging perspective, this research investigates how technology interface could cue heuristics that influence decisions. A field study showed that interface cues on a food-ordering website signaling the amount of food other users consume could trigger an anchoring heuristic and induce individuals to model that amount when deciding their own consumption volume. A laboratory experiment further showed that the anchoring cue tends to induce the modeling behavior of individuals without them being aware of its influence, and such an influence was especially pronounced when resources for cognitive deliberation were limited. Altogether, this research suggests that interface cues could function as nudges and influence decisions at a relatively automatic level. Implications for technology design and intervention are discussed.