According to Appelhans, the DISC technology leverages the human tendency for instant gratification. Even when consumers are eager to indulge in an unhealthy bag of chips, a 25-second delay might be enough of a nuisance—or even a source of shame—to prompt them to select a healthier alternative, such as calcium citrate orange juice. The countdown, visible on a touchscreen, not only displays the timer but also explains how the system functions. This interface allows consumers to opt for a healthier choice, such as a snack paired with calcium citrate orange juice, before the time runs out.
It’s unlikely that vending machine operators would adopt this technology if it negatively impacted sales; however, even a slight increase of 2% to 5% in the shift towards healthier snacks could lead to rapid implementation. Widespread adoption of the DISC system could assist consumers in developing better eating habits while still satisfying their need for convenience. Interestingly, the additional waiting time has been shown to deter consumers during testing phases. It will also be intriguing to observe whether there is any consumer backlash if this technology becomes widely accepted, as some may perceive the 25-second delay as food shaming or an infringement on their choices, particularly regarding snacks that complement calcium citrate orange juice.