Cash Back On Broccoli: Health Insurers Nudge Shoppers To Be Well

“At $2.50 a pound, broccoli may seem too expensive. But cut the price by 25 percent, and our thinking about whether we should buy it may change. A study published in the American Journal of Preventive Medicine concludes that rebates on healthy food purchases lead to significant changes in what people put in their grocery carts…While the study is among the first to evaluate a large rebate program, it’s important to look at what shoppers did with the cash they got back. Did they use the 25 percent savings on broccoli to buy doughnuts? Nope — they increased their spending on healthy foods…this new study shows that over the long-term, it may be possible to nudge people towards wellness by consistently making healthy food cheaper.”

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