The Role of Social Media Influencers in
Overconsumption
How Nudging and Trust Impact “Healthy” Snack Intake
Ankie Verdurmen - I6368128
Consumer understanding and behavior – HFV1003
Health Food Innovation Management
Maastricht University
February 24, 2025
, Abstract
Many consumers unintentionally overconsume “healthy” snacks, because of the health
halo effect, where they perceive a product as healthier than it actually is. This could lead in
unintended health consequences such as weight gain and nutrient imbalances. Social media
influencers (SMIs) play a pivotal role in shaping food choices through nudging. This research
investigates whether the presence or absence of this influencer nudging influences the
overconsumption of “healthy” snacks, and how trust in the influencer moderates this effect. The
study used a 2 (influencer nudging: presence vs. absence (IV)) x 7-point Likert scale continuous
(“trust in influencer” (moderator)) between-subjects experimental design (N = 120) on
overconsumption (DV). The participants viewed influencer videos either recommending certain
healthy snacks (nudging condition) or presenting neutral content (control condition).
Afterwards, the snack consumption was measured in a controlled setting, and trust in the
influencer was assessed via a Qualtrics survey. Results show that influencer nudging
significantly increases overconsumption (p < 0.05), especially when trust in the influencer is
high, accepting both hypotheses. These findings provide valuable insights for public health
organizations, marketers, and policymakers. Campaigns or influencer collaborations could
encourage balanced eating, while ethical marketing and clear disclosures can promote informed
choices and lower overconsumption.
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Overconsumption
How Nudging and Trust Impact “Healthy” Snack Intake
Ankie Verdurmen - I6368128
Consumer understanding and behavior – HFV1003
Health Food Innovation Management
Maastricht University
February 24, 2025
, Abstract
Many consumers unintentionally overconsume “healthy” snacks, because of the health
halo effect, where they perceive a product as healthier than it actually is. This could lead in
unintended health consequences such as weight gain and nutrient imbalances. Social media
influencers (SMIs) play a pivotal role in shaping food choices through nudging. This research
investigates whether the presence or absence of this influencer nudging influences the
overconsumption of “healthy” snacks, and how trust in the influencer moderates this effect. The
study used a 2 (influencer nudging: presence vs. absence (IV)) x 7-point Likert scale continuous
(“trust in influencer” (moderator)) between-subjects experimental design (N = 120) on
overconsumption (DV). The participants viewed influencer videos either recommending certain
healthy snacks (nudging condition) or presenting neutral content (control condition).
Afterwards, the snack consumption was measured in a controlled setting, and trust in the
influencer was assessed via a Qualtrics survey. Results show that influencer nudging
significantly increases overconsumption (p < 0.05), especially when trust in the influencer is
high, accepting both hypotheses. These findings provide valuable insights for public health
organizations, marketers, and policymakers. Campaigns or influencer collaborations could
encourage balanced eating, while ethical marketing and clear disclosures can promote informed
choices and lower overconsumption.
1
