Using a Decoy to Improve Consumer Behaviour

Nutritional claims such as ‘light’, ‘low in fat’, and ‘extra protein’ have become more the norm than the exception on the products you come across in the supermarket. Is it a marketing ploy or is it a way to make people aware of healthy food?

Kelly Geyskens is Associate Professor at the Department of Marketing and Supply Chain Management at Maastricht University, School of Business and Economics. She graduated from the University of Leuven and holds a PhD in Consumer Behaviour.

As a researcher, Kelly is primarily interested in the consumer’s perspective. How can the consumer be protected against all the marketing communications around with among other things, the ‘light claims’.

“For example, a pack of food contains 33% less fat. But if you look at the calories, it turns out that there are only 11% fewer calories in it. The fats are compensated by other nutrients, which are also not good for health. That 33% is what people hold on to.” Kelly sees that the consumer then overcompensates, so that they consume more than the reduced calories. In that case, it is actually best to buy the normal ‘version’ of the product.