Dataset Information

Item Features Interact With Item Category in Their Influence on Preferences.

ABSTRACT: Low-level visual features are known to play a role in value-based decision-making. However, most previous studies focused on the role of only a single low-level feature or only for one type of item. These studies also used only one method of measurement and provided a theory accounting for those specific findings. We aimed to utilize a different more robust approach. We tested the contribution of low-level visual features to value-based decision-making of three item types: fractal-art images, faces, and snack food items. We used two techniques to estimate values: subjective ratings and actual choices. We found that low-level visual features contribute to value-based decision-making even after controlling for higher level features relevant for each item category (for faces, features like eye distance and for food snacks, features like price and calories). Importantly, we show that, overall, while low-level visual features consistently contribute to value-based decision-making as was previously shown, different features distinctively contribute to preferences of specific item types, as was evident when we estimated values using both techniques. We claim that theories relying on the role of single features for individual item types do not capture the complexity of the contribution of low-level visual features to value-based decision-making. Our conclusions call for future studies using multiple item types and various measurement methods for estimating value in order to modify current theories and construct a unifying framework regarding the relationship between low-level visual features and choice.

SUBMITTER: Oren S

PROVIDER: S-EPMC7391002 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature

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Item Features Interact With Item Category in Their Influence on Preferences.

Oren Shiran S Sela Tal T Levy Dino J DJ Schonberg Tom T

Frontiers in psychology 20200723

Low-level visual features are known to play a role in value-based decision-making. However, most previous studies focused on the role of only a single low-level feature or only for one type of item. These studies also used only one method of measurement and provided a theory accounting for those specific findings. We aimed to utilize a different more robust approach. We tested the contribution of low-level visual features to value-based decision-making of three item types: fractal-art images, fa ...[more]

PMID: 32793016

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Project description:BACKGROUND:Targeted coupons strongly influence purchasing behavior and may represent an innovative approach for improving dietary behaviors. METHODS:The retail analytics firm, Dunnhumby, provided secondary retail data containing grocery transactions, targeted coupon exposures, and coupon use for 2500 households over 2-years. The USDA Quarterly At-Home Food Purchasing Database was used to categorize individual foods into 52 categories and combined into 12 food groups. Mixed effects linear models estimated the difference-in-difference effects of coupon exposure on category-level purchase rate/wk. pre- and post-campaign; models also tested effect modification by food category. RESULTS:Category-level food purchases significantly increased post-campaign. Mean (SD) food purchases/wk. Among exposed households (17.34 (13.08) units/wk) vs. unexposed households (3.75 (4.59) units/wk) were higher (p?<?0.001). Difference-in-difference effects of coupon exposure showed a higher increase in purchase rate among exposed vs. unexposed households (5.73 vs. 0.67, p?<?0.001). Food category significantly modified the association between coupon exposure and coupon campaign. Category-level purchase rate among exposed vs. unexposed households was relatively higher in less healthful (e.g. convenience foods) vs. more healthful categories (e.g. nuts) with a 1.17 unit/wk. increase in convenience foods purchase (p?<?0.001) vs. a 0.03 unit/wk. increase in nuts (p?<?0.001). Exploratory analyses suggested that price elasticity of food categories for targeted coupons (1.02-2.81) was higher than previous estimates for untargeted coupons. CONCLUSION:Across food categories, coupon exposure increased category-level purchase rate, with a relatively larger effect size for less healthful than more healthful categories. Promising results from this preliminary study suggest that experimental research is warranted to determine whether targeting with the explicit purpose of improving dietary quality can more effectively influence diet, and whether it can do so more cost effectively.

Dataset Information

Item Features Interact With Item Category in Their Influence on Preferences.

Publications

Item Features Interact With Item Category in Their Influence on Preferences.

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