Figure 4

The percentage of products bought under each category across participants in Experiment-1. The percentage was calculated by comparing the number of products that belong to a particular category that were bought compared to the number of products on offer in that category. The percentage of healthy products bought were significantly higher (p < 0.05 two-sided two-sample t-tests) when they were associated with lower tax or rebate (BHT and BHR) compared to control conditions, unhealthy control and healthy control (BUC and BHC). BHC: Bought healthy control, BHR: Bought healthy rebate, BHT: Bought healthy lower tax, BUC: Bought unhealthy control.