When do digital calorie counters reduce numeracy bias in grocery shopping? Evidence from an online experiment

What is it about?

This is the first study to assess how consumers make choices with aggregated nutritional information using a calorie counter. We show for the first time the conditions under which the calorie counter is most impactful in influencing food choices. The results suggest it is comparable in its effectiveness to the UK's sugar tax and is most useful for those with an existing food related health condition.

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