Fig. 2

a Situation during baseline week where the labels of the yoghurt products were placed flat on the counter. b During the nudge week where the social proof nudge was installed, the labels were redesigned to include pictures (e.g., pictures of fruits, muesli, containers) to accompany the text describing the three yoghurt products. Moreover, the labels were placed on the wall at eyelevel. Importantly, the social proof had an additional tagline “Bestselling choice!” to convey a descriptive norm to promote the yoghurt shake