When ordering food online, the number of unhealthy food cues seems endless. Not only the food itself but also food-related words and pictorial representations stimulate unhealthy dietary behaviors. And that while eating-behavior-related disorders are only increasing in the western world. Therefore, governments started public health campaigns and educational programmes to promote healthier food choices. Nevertheless, with little success.

In recent years, there has been increasing interest in using behavioral economics principles to "nudge" individuals towards making healthier and more sustainable choices. One area where these nudges may be particularly effective is in reducing food waste and increasing vegetable intake.

We've probably all been there before. We’re scrolling through our Instagram feed, just to stop and stare at a burger from a local restaurant that looks so good we instantly feel hungry. Maybe we can restrain at first, but a few days later we miraculously find ourselves craving a burger while not even thinking about that post anymore, and we are already planning on going there with a friend. 

What is it that one photo on Instagram can unconsciously persuade us to go to a food outlet or order something online, while we have no difficulties neglecting another photo? 

Working part time as a hospitality marketeer, I struggled with that question a lot of times. How can I make these photos so attractive that it gets people in the door? 

Few marketers would dispute that brand image is an essential part of the DNA of any successful brand that’s out there today. However, as important as brand image may be, the construct does pose quite a challenge: measurement.

Over many decades, studies show that the top-performing brands on brand image scales outperform competitors on a variety of outcomes. To name a few, a positive brand image results in the brand grabbing more attention, increasing the consumer’s willingness to pay price premium, and even succeeds in making the product usage experience more pleasant. You can deem brand image as the heart of a brand, pumping oxygen into the many separate systems that keep it healthy and thriving.

Did you click? Clickbait is a strategy for viral journalism, where the hunt on clicks is accelerating. Powerful and emotional words can make your headline irresistibly clickable, as previous research already showed that clickbait headlines were successful in baiting clicks.

A loyal example of clickbait usage is the website Buzzfeed, where titles are calling on emotions and curiosity by not revealing the conclusion of the article (see figure). This website is known for its rigorous use of analytics and A/B tests, showing that they will be fully aware of the effects that these clickbait headlines have on article clicks.

But does clickbait also contribute to shares and word-of-mouth or do they elicit a certain level of distrust or disappointment?