Actively Recruiting
Prompting a Switch From Refined Grains to Whole Grains in an Online Grocery Store Using Marketing Nudges and Financial Incentives
Led by University of Pennsylvania · Updated on 2026-05-19
216
Participants Needed
1
Research Sites
N/A
Total Duration
On this page
Sponsors
U
University of Pennsylvania
Lead Sponsor
N
National Institute on Aging (NIA)
Collaborating Sponsor
AI-Summary
What this Trial Is About
Researchers are evaluating whether behaviorally informed marketing strategies, with or without personalized financial incentives, can encourage consumers with prediabetes or type 2 diabetes to switch from buying refined grain products to whole grain products when shopping for groceries online. The study targets adults aged 45 to 70 who consume fewer than five servings of whole grains per week and use online grocery shopping. The trial aims to assess the feasibility of conducting this randomized controlled trial via an online grocery delivery platform and to refine marketing nudges and incentives based on user feedback. Participants will be randomly assigned to one of three groups: a control group with no intervention, a group receiving marketing nudges highlighting whole grain products, or a group receiving marketing nudges plus dynamically adapted financial incentives personalized weekly based on prior purchasing behavior. The study involves a baseline period of two weeks, followed by an eight-week intervention period with marketing nudges and incentives, and then an eight-week follow-up where incentives continue for the first four weeks. All groceries will be delivered to participants’ homes through a third-party delivery service. During the study, participants will shop through a customized online grocery store featuring whole grain products prominently and will complete surveys assessing their whole grain purchasing and consumption habits. Researchers will track changes in calories purchased from whole grain and refined grain products, spending on whole grains, and participants’ perceptions about whole grains. The primary outcome is the change in calories purchased from whole grain products over 18 weeks. The study includes safety and usability evaluations, and participants will receive incentives for participation and survey completion.
CONDITIONS
Brief Title
The GRoceries Aimed at Increasing Nutrition Study
Who Can Participate
Eligibility Criteria
You may qualify if you...
- Age 45 to 70 years
- Able to provide consent
- Resident of Philadelphia, Bucks, Delaware, Chester, or Montgomery Counties in Pennsylvania
- Consume fewer than 5 servings of whole grains per week
- Use online grocery shopping at least once per month
- Have access to a credit or debit card to pay for groceries
- Have reliable internet access
- Speak English
- Penn Medicine patient diagnosed with prediabetes or diabetes (identified using ICD-10 codes R73.03, E11)
You will not qualify if you...
- Does not meet all the inclusion criteria
- Not able to speak English
- Not able to provide consent
AI-Screening
AI-Powered Screening
Complete this quick 3-step screening to check your eligibility
Your Study Journey
Duration - 2 to 4 weeks
Participants are screened for eligibility to participate in the trial.
1 screening and enrollment visit (online or in-person)
Duration - 2 weeks
Participants complete weekly grocery shopping in the study's online grocery store without any interventions to establish baseline purchasing behavior.
Weekly online grocery shopping
Duration - 8 weeks
Participants in intervention arms receive marketing nudges promoting whole grains, with one group also receiving dynamically adapted financial incentives based on their purchasing behavior. Participants shop weekly in the online grocery store with groceries delivered to their homes.
Weekly online grocery shopping with interventions
Duration - 8 weeks
Participants continue shopping through the online grocery store without marketing nudges or financial incentives. For the first 4 weeks, participants receive a weekly $10 incentive if they shop. The follow-up period assesses if whole grain purchasing habits persist after the intervention.
Weekly online grocery shopping with incentives for first 4 weeks
Trial Site Locations
Total: 1 location
1
University of Pennsylvania
Philadelphia, Pennsylvania, United States, 19104
Actively Recruiting
Research Team
E
Emily Dzieniszewski, MPH
J
Julianna Catania, MPH
How is the study designed?
Study Type
INTERVENTIONAL
Masking
NONE
Allocation
RANDOMIZED
Model
PARALLEL
Primary Purpose
PREVENTION
Number of Arms
3
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