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Virtual feedback systems for healthier food choices

The increasing number of obese children and adolescents poses a threat to health systems. Consumer information can help consumers to make healthier food choices, especially in this age group.

Within one field experiment and one lab experiment it will be researched how information for these target groups can be communicated more specifically. Intervention will be made on ordering screens which are based on information treatments and price treatments. For information treatments, an avatar will be applied to interact with the customer and deliver nutrition information in different forms. For price treatments, individualized direct (price reduction) or indirect discounts (voucher) for healthier menu choices will be provided in the ordering process.


The objective of this project is to develop an ICT-based interaction device using a self-service ordering screen in a fast-food environment to help adolescents make better menu choices. Expected results from the project are important for health and fiscal policies and will show how interventions at the point of purchase alter food choices.


Research design:

a) The information intervention will test the effectiveness of quantitative and emotional information in different formats
b) The personalized price intervention in the lab experiment will be conducted based on the segmentation of respondents based on their nutritional behaviours. Therefore, information concerning the following factors will be collected before the intervention:
Individual food consumption patterns in comparison with the guiding values for energy intake
- Consumer deal proneness, which is a consumer’s general inclination to use coupons or buy products on sale

In order to explain consumer food choice and food-related behaviour, a post-intervention questionnaire will be used. This covers the socio-demographic and psychological factors in terms of food choice and nutrition (e.g. quality orientation, convenience orientation, health consciousness and nutrition knowledge, etc.)


Coordinating Investigator

Prof. Dr. Jutta Roosen

Technische Universität München
Lehrstuhl für Marketing und Konsumforschung

Tel.:     +49 (0)8161 71 3318
Email:  jroosen[at]tum.de


Prof. Dr. Helmut Krcmar

Technische Universität München
Lehrstuhl für Wirtschaftsinformatik
Center for Digital Technology and Management (CDTM)

Tel.: +49 (0)89 289 19532
Email:  krcmar[at]in.tum.de

Prof. Dr. Klaus Menrad

Hochschule Weihenstephan-Triesdorf (HSWT)
Marketing und Management Nachwachsender Rohstoffe

Tel.:     +49 (0) 9421 187 200
Email:  k.menrad[at]wz-straubing.de

Bernhard Mohr

Technische Universität München
Lehrstuhl für Marketing und Konsumforschung

Tel.:     +49 (0) 8161 71 3577


Minh Nguyen

Hochschule Weihenstephan-Triesdorf (HSWT)
Fachgebiet für Marketing und Management Nachwachsender Rohstoffe

Tel.:     +49 (0) 9421 1872 18


McDonald's Deutschland Inc.