Professor Bray attended Parliament to speak to the group and to share his insights into behaviour change.
APPGs are informal, cross-party groups formed by MPs and Members of the House of Lords who share a common interest in a particular policy area.
The Food and Health APPG is aims to promote understanding of food and health issues in Parliament, including advice on diet and nutrition.
Professor Bray was invited by the group to present his research and expertise around consumer decision-making and behaviour change in the context of food and health.
He said: “I started by critiquing traditional approaches to understanding consumer behaviours and outlining how attitude formation in food choice is often hedonic, driven firstly by what you want to eat rather than what think you should eat.”
Professor Bray advocated for targeted messaging around desirable outcomes, or positive reward ‘voices’, to have the greatest influence on consumer decision-making.
