Using in-store customer education to act upon the negative effects of impulsiveness in relation to unhealthy food consumption

Grocery shopping mostly takes place in affect-laden shopping environments, where impulsiveness tempts consumers towards less healthy food choices. The negative relationship between impulsiveness and healthy food choices has largely been investigated, but no research tried to find how to alter the negative consequences of impulsiveness to become a beneficial driver toward healthy food choices. Using a survey and an experimental study design, this research examines how in-store customer education contributes towards interrupting this vicious circle. Findings show that impulsiveness leads to a lower purchase frequency of healthy food products when in-store food-education is perceived as low; however, if consumers are provided with immediate knowledge in the store, this leads to a positive relationship between impulsiveness and healthy food options. More specifically, providing procedural knowledge (e.g., preparation scripts) rather than sensory knowledge (e.g., taste description) affects consumers’ healthy food options. Retailers and policy makers should therefore consider in-store customer education as an effective strategy for convincing impulsive consumers to choose healthier food options.