Does the Proximity Effect occur through Non-Consious Processes? A Study Protocol

Introduction: Consumption of snacks and food can be reduced by placing them further away from an individual, known as the Proximity Effect. This effect is generally thought to be robust, and observable between when snacks are presented at 20cm and 70cm. It is assumed that this effect occurs without conscious awareness or processing, but no study has experimentally tested whether the effect occurs via non-conscious processing. Method: A sample of 84 individuals is targeted, with each individual being assigned to one of four conditions via computerised random number sequence. A 2(Distance; 20cm, 70cm) x 2(Attention State; Distraction/Video, Control/No Video) between subjects design is implemented, with all individuals being presented with a bowl containing 250g of M&M’s. Individuals will either be asked to watch a 5-minute video clip, or sit quietly for 5 minutes. Snack consumption is measured at two levels: likelihood of consumption (any snack consumed vs none consumed), and actual consumption (continuous, measured in grams). Snacks will be removed after the 5 minute period, with individuals then being asked to complete a short questionnaire. Analysis: A binary logistic regression will be conducted to test for differences in likelihood of consumption. Actual consumption will be analysed through a 2x2 ANCOVA. Covariates of Perceived Effort and Visual Salience will be included in models for both analyses to assess the influence of these factors. Sensitivity analysis will be conducted for when outliers, those who were aware of the study intent, and those influenced by their environment are removed from analysis. All outcomes will be reported.Discussion: The proposed study will assess whether individuals consume more snacks when presented closer (proximity effect), as well as if consumption is higher when watching a short video clip, and the interaction between the two factors. Outcomes of the study will allow researchers to determine whether the proximity effect is likely to occur via non-conscious processing and without conscious awareness, or whether the effect occurs while individuals are aware of their behaviour. The results may influence future research and choice architects to ensure less-healthy snacks are placed further away if individuals are distracted with another stimulus to prevent mindless eating.