Effects of Gain-Loss Frames on Purchase Decisions of Foods for Specified Health Uses

Abstract

Prevention of lifestyle-related diseases has become a major issue in Japan and other developed countries. The Food for Specified Health Use (FOSHU) system is a policy implemented in Japan to promote health through economic activities. In prevention of lifestyle-related diseases and promotion of health, it has been observed that frames in behavioral economics and nudges can promote health activities. In this study, this finding was used to evaluate FOSHU and to determine whether gain frames influence purchase decisions using a stratified randomized control trial. The results indicated that gain frames enhance willingness to pay more than loss frames. However, there was no influence of frames on purchase decisions. Gain frames were found to increase subjective value, but further validation is required to determine their influence on promoting a purchase. A new approach encompassing behavioral economics, nudges, and marketing is important to study FOSHU, which aims to promote health through economic activities.

Keywords

• foods for specified health uses (foshu)
• health promotion
• nudge
• framing
• customer behavior