Employee and Customer Reactions to a healthy in-store Marketing Intervention in Supermarkets


Supermarkets are a primary source of food for American households, and increased presence in low-income, high-minority neighborhoods present opportunities to increase access to healthy foods. It is important to assess store manager and customer reactions to in-store marketing interventions. This study aimed to evaluate manager and customer reactions to stealth, low-cost, sustainable in-store marketing strategies to promote healthier purchases in five product categories and gain insight into shopping habits and willingness to change behaviors.