Show me the labels: Using pre-nudges to reduce calorie information avoidance

Calorie labeling is a popular policy to address the obesity epidemic, but it has had little empirical success. Under the premise that willful avoidance of information plays a role in this result, we propose a novel approach—pre-nudges—to make consumers more receptive to calorie information. Unlike nudges, which are used to directly influence a choice, pre-nudges are used to directly influence how consumers react to the nudge itself (the calorie label). In line with predictions from our theoretical analysis, we test two pre-nudges in the context of menu labeling: one aims to increase self-efficacy, and the other one highlights the long-term health risks of overeating. In a large-scale laboratory experiment, we find that both pre-nudges reduce calorie information avoidance. Overall, our paper suggests a possible role for pre-nudges in addressing the obesity epidemic—one of the largest public health issues globally—and illustrates the potential usefulness of pre-nudges more generally.