This data package contains study data (cleaned + raw data files), data report, and supplementary materials (i.e., study materials) from the first lab experiment of the NudgeMe project (N=200 participants).

This lab study examined whether personalized digital nudges (i.e. digital nudges user-matched on content and/or type) are more effective in promoting healthier food choices relative to non-personalized (mismatched) digital nudges. We assessed this through the means of a powerful and innovative digital nudge, namely the "just-in-time" (JIT) nudge. We also investigated possible psychological mechanisms underlying (enhanced) behavioural effects of personalized digital JIT nudges.

Research Questions:

1: Are digital (JIT nudges personalized (i.e. user-matched) on content and/or type more effective in facilitating healthier food choice compared to non-personalized (mismatched) counterparts?

2: To what extent do perceived acceptability, personal relevance, and threat to freedom vary between personalized (user-matched) versus non-personalized (mismatched) digital JIT nudges?

The study had a fully between-subjects design with Nudge Content (Non-personalized versus Personalized) and Nudge Type (Non-personalized versus Personalized) as experimental factors. In total, there were 5 treatment arms, including a control group. Participants completed an online grocery shopping task on a mock smartphone retail application, and a series of questionnaires (Qualtrics)

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