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| ID | Type | Description | Link |
|---|---|---|---|
| ES/W007932/1 | Other Grant/Funding Number | Economic and Social Research Council |
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| Name | Class |
|---|---|
| Liverpool John Moores University | OTHER |
| University of Bristol | OTHER |
| Economic and Social Research Council, United Kingdom | OTHER |
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Consumption of out-of-home (OOH) food is associated with significantly greater energy and less-healthy nutrient (i.e. fats, salt and sugar) intake. The price of food is a key consideration of food choice, particularly for individuals of lower socioeconomic position (SEP). Little research to date has examined the causal effect of removing price-based incentives on purchasing behaviour in OOH food settings. One online randomised controlled trial explored the effect of removing three types of price-based incentives individually and in combination, on food choice through a virtual food delivery platform. This study found that energy selection was 7-8% lower when price incentives were removed. While not statistically significant, Bayes factors indicted that data comparing control vs "all promotions removed" conditions were inconclusive (BF10 = 0.55) and therefore could not provide support for the alternative or null hypotheses. A limitation of this study is that the outcome was hypothetical food choice. As participants would not pay for or receive their selected meals, the prices of foods may have been less salient, thus reducing the potential for impact. In the present study, exploring real-world consumer behaviour (as opposed to hypothetical choice) will better determine the potential impact of removing price-based incentives in the OOH food sector.
See attached study protocol for detailed information
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| Label | Type | Description | Intervention Names |
|---|---|---|---|
| Control condition | Other | Participants will choose from a food menu with regular pricing, and three price-based incentives present (value pricing, bulk-buy incentives, and price reductions). |
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| Experimental condition | Experimental | Participants will choose from a menu with no price-based incentives present. |
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| Name | Type | Description | Arm Group Labels | Other Names |
|---|---|---|---|---|
| Experimental | Behavioral | Food menus will provided with all three types of price promotions removed |
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| Measure | Description | Time Frame |
|---|---|---|
| Energy consumed per household member | Main participants will select a food order on behalf of their household. The day after receiving their food order, all participants will be asked to estimate the amount of each ordered item that they ate. This information will be used to estimate energy consumed by each household member. | The morning after food orders are placed. |
| Measure | Description | Time Frame |
|---|---|---|
| Total monetary spend per household member | Participants will select their food order. The total monetary value of the food order will be divided by the number of reported household members to get a value of monetary spend per household member. | Immediately after food choice |
| Energy content per household member |
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Inclusion Criteria:
Able to order and pay for a takeaway pizza for delivery today or tomorrow
Currently reside in select postcode areas
Over the age of 18 years
Report having used food delivery services in the last year
Exclusion Criteria:
Partaking in a fast or other restrictive eating (e.g. for religious or health reasons) at time of participation
A previous eating disorder diagnosis
Currently on appetite-suppressing medication
Dietary restrictions/intolerances including:
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| Name | Role | Phone | Extension | |
|---|---|---|---|---|
| Eric Robinson | Contact | +44 (0)151 794 | 1187 | eric.robinson@liverpool.ac.uk |
| Amy Finlay | Contact | amy.finlay@liverpool.ac.uk |
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| Facility | Status | City | State | ZIP | Country | Contacts |
|---|---|---|---|---|---|---|
| University of Liverpool | Recruiting | Liverpool | Merseyside | L69 7ZA | United Kingdom |
Study data (anonymised) will be shared on the Open Science Framework (OSF)
On publication, indefinitely
Open website
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| Type | Includes Protocol | Includes SAP | Includes ICF | Document Label | Document Date | Document Uploaded Date | Document File Name |
|---|---|---|---|---|---|---|---|
| Prot_SAP_ICF | Yes | Yes | Yes | Study Protocol, Statistical Analysis Plan, and Informed Consent Form | Jan 19, 2026 | Jan 19, 2026 | Prot_SAP_ICF_000.pdf |
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| ID | Term |
|---|---|
| D005247 | Feeding Behavior |
| D009765 | Obesity |
| ID | Term |
|---|---|
| D001522 | Behavior, Animal |
| D001519 | Behavior |
| D050177 | Overweight |
| D044343 | Overnutrition |
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Participants will be randomly assigned to one of two conditions
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Participants and researchers will not know the group to which individuals have been assigned.
| Control | Behavioral | Participants will be asked to select a meal from a pizza outlet with all price-based incentives present (value pricing, price reductions, bulk-buy incentives). |
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Participants will select their food order. The total energy content of the food order will be divided by the number of reported household members to get a value of energy content per household member. |
| Immediately after food choice |
| D009748 |
| Nutrition Disorders |
| D009750 | Nutritional and Metabolic Diseases |
| D001835 | Body Weight |
| D012816 | Signs and Symptoms |
| D013568 | Pathological Conditions, Signs and Symptoms |