What would you choose if given an option by your neighbourhood super mart: Hike your healthy food purchases or lose monthly discounts? People are more likely to choose healthy options at the grocery store if they are told to risk losing their monthly healthy food discount said a new research. The researchers conducted a randomised controlled experiment with over 6500 households enrolled in the Discovery Health Vitality Rewards programme in South Africa. They were given an opportunity to voluntarily increase their healthy food purchases by 5 percentage points for next six months or forfeit their entire monthly cash-back discount on
