Marketing Strategies for Prediabetes
(GRAINS Trial)
What You Need to Know Before You Apply
What is the purpose of this trial?
This trial examines how marketing tactics might encourage people with prediabetes or type 2 diabetes to choose healthier whole grain foods when shopping online. It tests whether simple marketing nudges, alone or combined with dynamically adapted financial incentives, can influence choices. Participants must reside in specific Pennsylvania counties, shop online for groceries at least once a month, and consume fewer than five servings of whole grains each week. As an unphased trial, this study allows participants to contribute to innovative strategies that could enhance dietary choices and health outcomes.
Will I have to stop taking my current medications?
The trial information does not specify whether you need to stop taking your current medications.
What prior data suggests that these marketing strategies are safe for consumers with prediabetes or type 2 diabetes?
Studies have shown that marketing nudges, which involve small changes in product presentation, do not pose direct health risks. They simply encourage the purchase of whole grains, such as whole wheat bread and brown rice, by making these products more visible online. Research indicates that these nudges, sometimes combined with discounts based on past purchases, are safe as they aim to alter shopping habits.
While specific safety data for these marketing strategies is lacking, no reports of negative effects exist. The techniques focus on promoting healthier eating without introducing health risks. Unlike drugs or medical treatments, these strategies do not carry the same safety concerns.12345Why are researchers excited about this trial?
Unlike traditional treatments for prediabetes that often focus on medication or lifestyle changes, researchers are excited about this trial because it explores innovative, non-medical strategies. The study tests marketing nudges that encourage healthier shopping habits, like highlighting whole grains in an online grocery store, potentially making it easier for people to make better food choices. Additionally, one arm of the trial uniquely incorporates dynamically adapted financial incentives that personalize rewards based on an individual's shopping behavior. This approach aims to motivate sustained healthy purchasing habits, offering a fresh angle in managing prediabetes through behavioral economics rather than conventional medical interventions.
What evidence suggests that this trial's marketing strategies could be effective for increasing whole grain consumption in individuals with prediabetes or type 2 diabetes?
This trial will compare different marketing strategies to encourage healthier food choices among people with prediabetes. One group will experience marketing nudges only, such as placing whole grains in prominent spots in online grocery stores. Another group will combine these nudges with dynamically adapted financial incentives, offering personalized discounts based on prior purchasing behavior. Studies have shown that these strategies can lead to better health outcomes, such as improved diabetes management and increased engagement in healthy eating habits.12367
Who Is on the Research Team?
Sophia V Hua, PhD, MPH
Principal Investigator
Department of Medical Ethics and Health Policy, Perelman School of Medicine
Are You a Good Fit for This Trial?
This trial is for individuals with prediabetes or type 2 diabetes who are interested in improving their diet. Participants should be regular online grocery shoppers willing to consider buying whole grain products instead of refined grains.Inclusion Criteria
Exclusion Criteria
Timeline for a Trial Participant
Screening
Participants are screened for eligibility to participate in the trial
Baseline
Participants complete baseline grocery shopping for data collection
Intervention
Participants are exposed to marketing nudges and/or financial incentives to promote whole grain purchasing
Follow-up
Participants' grocery shopping habits are monitored post-intervention to assess habit persistence
What Are the Treatments Tested in This Trial?
Interventions
- Marketing Nudges + Dynamically Adapted Financial Incentives
- Marketing Nudges Only
Find a Clinic Near You
Who Is Running the Clinical Trial?
University of Pennsylvania
Lead Sponsor
American Heart Association
Collaborator
National Institute on Aging (NIA)
Collaborator