ABSTRACT Online grocery sales have witnessed a significant surge during the pandemic, and older consumers are among the online shoppers with the quickest growth. Importantly, this study is possibly among the first to explore how the stimulus-organization-behavior-consequence framework can be used to assess the impact of product experience, website experience, and delivery experience on their online grocery shopping experience, which further strengthens seniors’ satisfaction and impacts their ”webstore loyalty”. It is tested through an analysis of cross-sectional data collected from 282 elderly online grocery shoppers from India. Findings reveal that webstore design, physical environment, personalised communication, and customer service responsiveness are more significant in creating a positive affective experience, while competitive pricing and product information details are more significant in forming a cognitive experience. As a result of the pandemic, consumers prefer stores that provide them with food product knowledge, diversity, and a secure shopping environment. Our research can aid online retailers in identifying essential aspects of online grocery services in order to better serve older customers. The findings have interesting implications for online grocery retailers who wish to expand into emerging markets, particularly for the senior cohort, and can create differentiating service experiences to address emerging shopper experiences.
{"title":"Applying the SOBC Paradigm to Reinterpret the Online Grocery Shopping Experience for the Senior Population","authors":"Mahima Shukla, Richa Misra, Renuka Mahajan, Rahul Gupta","doi":"10.1080/10454446.2023.2209775","DOIUrl":"https://doi.org/10.1080/10454446.2023.2209775","url":null,"abstract":"ABSTRACT Online grocery sales have witnessed a significant surge during the pandemic, and older consumers are among the online shoppers with the quickest growth. Importantly, this study is possibly among the first to explore how the stimulus-organization-behavior-consequence framework can be used to assess the impact of product experience, website experience, and delivery experience on their online grocery shopping experience, which further strengthens seniors’ satisfaction and impacts their ”webstore loyalty”. It is tested through an analysis of cross-sectional data collected from 282 elderly online grocery shoppers from India. Findings reveal that webstore design, physical environment, personalised communication, and customer service responsiveness are more significant in creating a positive affective experience, while competitive pricing and product information details are more significant in forming a cognitive experience. As a result of the pandemic, consumers prefer stores that provide them with food product knowledge, diversity, and a secure shopping environment. Our research can aid online retailers in identifying essential aspects of online grocery services in order to better serve older customers. The findings have interesting implications for online grocery retailers who wish to expand into emerging markets, particularly for the senior cohort, and can create differentiating service experiences to address emerging shopper experiences.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2023-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43627256","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-03DOI: 10.1080/10454446.2023.2207489
W. Ladeira, F. Santini, G. Perin
ABSTRACT The present study investigated how different nutrition information influences consumer attention. This study aims to provide a meta-analytic model to understand nutrition information as a stimulus element for visual attention. This paper explores the literature about nutrition information while debating four divergent questions regarding levels of visual attention, such as: which labeling systems generate the most visual attention? Are there differences in visual attention between vice and virtue nutrition information? Monochromatic create more attention than polychromatic labels? Does the position of the label influence visual attention? The findings contribute additional information to the results on perceived nutrition information from previous studies indicating that consumer attention tends to be increased (reduced) by the non-directive system (directive system), vice nutrition information (virtue nutrition), and nutritional information at the top of the package (nutritional information at the bottom of the package).
{"title":"Nutrition Information and Visual Attention: Insights from a Meta-Analytical Approach","authors":"W. Ladeira, F. Santini, G. Perin","doi":"10.1080/10454446.2023.2207489","DOIUrl":"https://doi.org/10.1080/10454446.2023.2207489","url":null,"abstract":"ABSTRACT The present study investigated how different nutrition information influences consumer attention. This study aims to provide a meta-analytic model to understand nutrition information as a stimulus element for visual attention. This paper explores the literature about nutrition information while debating four divergent questions regarding levels of visual attention, such as: which labeling systems generate the most visual attention? Are there differences in visual attention between vice and virtue nutrition information? Monochromatic create more attention than polychromatic labels? Does the position of the label influence visual attention? The findings contribute additional information to the results on perceived nutrition information from previous studies indicating that consumer attention tends to be increased (reduced) by the non-directive system (directive system), vice nutrition information (virtue nutrition), and nutritional information at the top of the package (nutritional information at the bottom of the package).","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2023-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47184395","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-24DOI: 10.1080/10454446.2023.2205351
Loes Janssen, Eline A. M. Bogaert
ABSTRACT To encourage healthier food choices, an increasing number of EU governments introduced the Nutri-Score nutrition label on food package fronts. However, the label score, ranging from A (most healthy in comparison to food group alternatives) to E (least healthy), may conflict with marketing-incentivized nutrition claims that highlight positive nutritional aspects of foods (e.g., “high in fiber”) that are in fact of poor nutritional quality. To investigate how consumers respond to this discrepant front-of-pack nutritional information, we performed a 3 (Nutri-Score: A vs. E vs. absent) × 2 (Nutrition claim: present vs. absent) between-subjects experiment among 246 Dutch consumers, measuring perceived product healthiness, persuasion knowledge (i.e. critical awareness of the claim’s promotional intent), and marketing outcomes (i.e. brand attitude and purchase intention). Without a nutrition claim, breakfast cereal was perceived healthier with Nutri-Score A and less healthy with Nutri-Score E (vs. Nutri-Score absence), affecting marketing outcomes accordingly. However, in the presence of a nutrition claim (“no added sugars”), no Nutri-Score effects occurred. Nutri-Score presence was unable to interrupt the promotional effect of a concurrent nutrition claim on an E-labeled breakfast cereal. However, the more a nutrition claim was perceived as a misleading marketing attempt, the less positive its effects on consumer responses.
{"title":"Nutri-Score Vs. Nutrition Claim: The Effects of Incongruent Front-of-Pack Nutritional Information on Consumer Perceptions of Product Healthiness, Brand Attitude, and Purchase Intention","authors":"Loes Janssen, Eline A. M. Bogaert","doi":"10.1080/10454446.2023.2205351","DOIUrl":"https://doi.org/10.1080/10454446.2023.2205351","url":null,"abstract":"ABSTRACT To encourage healthier food choices, an increasing number of EU governments introduced the Nutri-Score nutrition label on food package fronts. However, the label score, ranging from A (most healthy in comparison to food group alternatives) to E (least healthy), may conflict with marketing-incentivized nutrition claims that highlight positive nutritional aspects of foods (e.g., “high in fiber”) that are in fact of poor nutritional quality. To investigate how consumers respond to this discrepant front-of-pack nutritional information, we performed a 3 (Nutri-Score: A vs. E vs. absent) × 2 (Nutrition claim: present vs. absent) between-subjects experiment among 246 Dutch consumers, measuring perceived product healthiness, persuasion knowledge (i.e. critical awareness of the claim’s promotional intent), and marketing outcomes (i.e. brand attitude and purchase intention). Without a nutrition claim, breakfast cereal was perceived healthier with Nutri-Score A and less healthy with Nutri-Score E (vs. Nutri-Score absence), affecting marketing outcomes accordingly. However, in the presence of a nutrition claim (“no added sugars”), no Nutri-Score effects occurred. Nutri-Score presence was unable to interrupt the promotional effect of a concurrent nutrition claim on an E-labeled breakfast cereal. However, the more a nutrition claim was perceived as a misleading marketing attempt, the less positive its effects on consumer responses.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2023-03-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44422841","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-24DOI: 10.1080/10454446.2023.2206364
K. Goncikowska, K. Modlińska, D. Adamczyk, Umut Can Altuntaş, D. Maison, Wojciech Pisula
ABSTRACT Information about the content of food products affects the potential consumers’ willingness to purchase certain foodstuffs and include them in their diet. The presentation and scope of information are essential in the case of marketing specific products such as insect-based foods. The purpose of our study was to investigate the influence of information about a product’s advantages, coupled with verbal and visual information provided on the packaging, on the participants’ assessment of food containing insects. The participants (N = 659) were informed about the environmental or health benefits of ingesting insects. They were subsequently presented with a picture of a food product with different types of information about the insect content and asked to evaluate the product. The results suggest that providing images of insects on the packaging results in a lower assessment of the food containing insects. A brief presentation of the advantages of entomophagy has no impact on insect-based food assessment.
{"title":"The Influence of Various Information About Insect Content and Its Advantages on the Acceptance of Foods Containing Insects","authors":"K. Goncikowska, K. Modlińska, D. Adamczyk, Umut Can Altuntaş, D. Maison, Wojciech Pisula","doi":"10.1080/10454446.2023.2206364","DOIUrl":"https://doi.org/10.1080/10454446.2023.2206364","url":null,"abstract":"ABSTRACT Information about the content of food products affects the potential consumers’ willingness to purchase certain foodstuffs and include them in their diet. The presentation and scope of information are essential in the case of marketing specific products such as insect-based foods. The purpose of our study was to investigate the influence of information about a product’s advantages, coupled with verbal and visual information provided on the packaging, on the participants’ assessment of food containing insects. The participants (N = 659) were informed about the environmental or health benefits of ingesting insects. They were subsequently presented with a picture of a food product with different types of information about the insect content and asked to evaluate the product. The results suggest that providing images of insects on the packaging results in a lower assessment of the food containing insects. A brief presentation of the advantages of entomophagy has no impact on insect-based food assessment.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2023-03-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48709021","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-24DOI: 10.1080/10454446.2023.2202625
Teng Ma, Jingbo Zhang
ABSTRACT Most extant nutrition labeling studies examine how different nutrition labels affect consumers’ purchase intentions or how nutrition knowledge influences shoppers’ final decisions. However, most scholars have ignored that the channel of risk attitudes toward a food product may indirectly affect shoppers’ purchase intentions as a result of the health risk perception arising at the time of seeing nutrition labels. We empirically compare the effect of the Traffic Light (TL) label with the icon-only nutrition label on participants’ attitudes and health risk perceptions linked to their purchase intentions regarding a pizza product. The findings from the online experiment show that the TL label has a more significant effect on purchase intention than the icon-only nutrition label. However, this effect is different based on consumers’ health risks perception. Consumers with low health risk perception were more likely to purchase pizza, but those with high health risk perception decrease their purchases.
{"title":"Do Traffic Light Labels Influence Food Purchase Intentions? The Moderating Effect of Health Risk Perception","authors":"Teng Ma, Jingbo Zhang","doi":"10.1080/10454446.2023.2202625","DOIUrl":"https://doi.org/10.1080/10454446.2023.2202625","url":null,"abstract":"ABSTRACT Most extant nutrition labeling studies examine how different nutrition labels affect consumers’ purchase intentions or how nutrition knowledge influences shoppers’ final decisions. However, most scholars have ignored that the channel of risk attitudes toward a food product may indirectly affect shoppers’ purchase intentions as a result of the health risk perception arising at the time of seeing nutrition labels. We empirically compare the effect of the Traffic Light (TL) label with the icon-only nutrition label on participants’ attitudes and health risk perceptions linked to their purchase intentions regarding a pizza product. The findings from the online experiment show that the TL label has a more significant effect on purchase intention than the icon-only nutrition label. However, this effect is different based on consumers’ health risks perception. Consumers with low health risk perception were more likely to purchase pizza, but those with high health risk perception decrease their purchases.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2023-03-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"59697922","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-03DOI: 10.1080/10454446.2023.2185118
Eluiza Alberto de Morais Watanabe, Solange Alfinito, Thaíssa Velloso Castelo Branco, Caroline Felix Raposo, Marina Athayde Barros
ABSTRACT The paper presents three studies. Study 1 identified the price charged by retailers for different types of organic produce, comparing the prices of organic and non-organic food. Studies 2 and 3 analyzed the predictors of the willingness to pay. Study 2 focused on the role of socioeconomic status, trust, health concerns, and environmental concerns. Study 3 tested the importance of the place of purchase and of labeling. The studies surveyed 917 consumers in total. The results showed that retailers charged a premium price for organic food. Most consumers are prepared to pay a premium of between 5% and 10%. Income and the presence of organic labeling are significant predictors of willingness to pay, while environmental concerns and the place of purchase are not. The results can contribute to the decision-making and the expansion of the studies about WTP for organic food in the Brazilian context, paving further studies.
{"title":"The Consumption of Fresh Organic Food: Premium Pricing and the Predictors of Willingness to Pay","authors":"Eluiza Alberto de Morais Watanabe, Solange Alfinito, Thaíssa Velloso Castelo Branco, Caroline Felix Raposo, Marina Athayde Barros","doi":"10.1080/10454446.2023.2185118","DOIUrl":"https://doi.org/10.1080/10454446.2023.2185118","url":null,"abstract":"ABSTRACT The paper presents three studies. Study 1 identified the price charged by retailers for different types of organic produce, comparing the prices of organic and non-organic food. Studies 2 and 3 analyzed the predictors of the willingness to pay. Study 2 focused on the role of socioeconomic status, trust, health concerns, and environmental concerns. Study 3 tested the importance of the place of purchase and of labeling. The studies surveyed 917 consumers in total. The results showed that retailers charged a premium price for organic food. Most consumers are prepared to pay a premium of between 5% and 10%. Income and the presence of organic labeling are significant predictors of willingness to pay, while environmental concerns and the place of purchase are not. The results can contribute to the decision-making and the expansion of the studies about WTP for organic food in the Brazilian context, paving further studies.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2023-03-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46635686","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/10454446.2023.2174395
L. O’Hagan
ABSTRACT This paper historicizes our understanding of the contemporary functional beverage trend by focusing on the marketing practices of the biggest-selling “health drink” in early twentieth-century Sweden: Samarin. Drawing upon a large dataset of Samarin advertisements, it uses multimodal critical discourse analysis to track the evolution of Samarin over a 48-year period, from its launch in 1923 to the introduction of the Market Practices Act in 1971, which clamped down on false advertising. The analysis demonstrates how Samarin advertisements were continuously reshaped to capitalize upon new scientific/medical discoveries, societal changes, and public interests, tapping into evolving ideas on health and diet to remain popular with consumers. Through these constantly shifting discourses, Samarin became mythologized and framed as a “good” food choice, essential to maintaining a healthy lifestyle. The findings reveal that many of these strategies are still used today, despite legislation in place that is supposed to protect consumers.
{"title":"From Fatigue Fighter to Heartburn Healer: The Evolving Marketing of a Functional Beverage in Sweden","authors":"L. O’Hagan","doi":"10.1080/10454446.2023.2174395","DOIUrl":"https://doi.org/10.1080/10454446.2023.2174395","url":null,"abstract":"ABSTRACT This paper historicizes our understanding of the contemporary functional beverage trend by focusing on the marketing practices of the biggest-selling “health drink” in early twentieth-century Sweden: Samarin. Drawing upon a large dataset of Samarin advertisements, it uses multimodal critical discourse analysis to track the evolution of Samarin over a 48-year period, from its launch in 1923 to the introduction of the Market Practices Act in 1971, which clamped down on false advertising. The analysis demonstrates how Samarin advertisements were continuously reshaped to capitalize upon new scientific/medical discoveries, societal changes, and public interests, tapping into evolving ideas on health and diet to remain popular with consumers. Through these constantly shifting discourses, Samarin became mythologized and framed as a “good” food choice, essential to maintaining a healthy lifestyle. The findings reveal that many of these strategies are still used today, despite legislation in place that is supposed to protect consumers.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46221242","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-01DOI: 10.1080/10454446.2022.2160223
Ronald B. Larson, B. Ferrin
ABSTRACT Retailers continue to struggle to improve product on-shelf availability (OSA). Stockouts generate significant profitability and reputation effects. This research utilizes an online survey of 1,399 U.S. adults self-reporting their reaction to a stockout of a grocery item they regularly buy. Findings indicate that perceptions of private label purchase riskiness were related to switching stores in response to stockouts. When confronted with a stockout, shoppers who patronized multiple stores each week and those manifesting short-term orientations were more likely to switch stores than buy a substitute. The switch-stores reaction was linked to three demographic attributes: race, households with children, and gender. Nonwhites were more likely to switch stores than purchase a substitute and women and households with children were less likely to switch stores than purchase a substitute. This research concludes with a discussion of options that food retailers could deploy tactics to help reduce the harmful effects of stockouts.
{"title":"Exploring Shopper Reactions to Grocery Stockouts","authors":"Ronald B. Larson, B. Ferrin","doi":"10.1080/10454446.2022.2160223","DOIUrl":"https://doi.org/10.1080/10454446.2022.2160223","url":null,"abstract":"ABSTRACT Retailers continue to struggle to improve product on-shelf availability (OSA). Stockouts generate significant profitability and reputation effects. This research utilizes an online survey of 1,399 U.S. adults self-reporting their reaction to a stockout of a grocery item they regularly buy. Findings indicate that perceptions of private label purchase riskiness were related to switching stores in response to stockouts. When confronted with a stockout, shoppers who patronized multiple stores each week and those manifesting short-term orientations were more likely to switch stores than buy a substitute. The switch-stores reaction was linked to three demographic attributes: race, households with children, and gender. Nonwhites were more likely to switch stores than purchase a substitute and women and households with children were less likely to switch stores than purchase a substitute. This research concludes with a discussion of options that food retailers could deploy tactics to help reduce the harmful effects of stockouts.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42391717","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-22DOI: 10.1080/10454446.2022.2150831
Elisabete Figueiredo, Teresa Forte, C. Eusébio, Alexandre Silva, M. Truninger
ABSTRACT The increasing interest of consumers in rural provenance food products is known to meet concerns regarding authenticity, health, safety, and sustainability and to be based on knowledge and familiarity. Based on the results of a survey to 1553 customers of 24 urban specialty shops, located in three Portuguese cities, this study aims at identifying different segments of consumers of rural provenance foods according to the criteria they value when acquiring and consuming those products. From a hierarchical cluster analysis based on shopping preferences, three clusters were identified: The Influenced, choosing the products mainly by recommendation; The Provenance Seekers, privileging provenance and related qualities; and The All-embracers, considering a multiplicity of criteria when shopping. These clusters differ in terms of socio-demographic profiles, products bought, consumption behavior, familiarity with rural areas, and images of food products and territories of provenance. Results show the mutual influence of these dimensions on food preferences.
{"title":"Consuming Rural Territories through Food – A Segmentation Analysis Based on the Food Choices of Urban Specialty Stores’ Customers","authors":"Elisabete Figueiredo, Teresa Forte, C. Eusébio, Alexandre Silva, M. Truninger","doi":"10.1080/10454446.2022.2150831","DOIUrl":"https://doi.org/10.1080/10454446.2022.2150831","url":null,"abstract":"ABSTRACT The increasing interest of consumers in rural provenance food products is known to meet concerns regarding authenticity, health, safety, and sustainability and to be based on knowledge and familiarity. Based on the results of a survey to 1553 customers of 24 urban specialty shops, located in three Portuguese cities, this study aims at identifying different segments of consumers of rural provenance foods according to the criteria they value when acquiring and consuming those products. From a hierarchical cluster analysis based on shopping preferences, three clusters were identified: The Influenced, choosing the products mainly by recommendation; The Provenance Seekers, privileging provenance and related qualities; and The All-embracers, considering a multiplicity of criteria when shopping. These clusters differ in terms of socio-demographic profiles, products bought, consumption behavior, familiarity with rural areas, and images of food products and territories of provenance. Results show the mutual influence of these dimensions on food preferences.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2022-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45557618","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-22DOI: 10.1080/10454446.2022.2150830
A. Arboleda
ABSTRACT Food gives consumers a nourishing and hedonic experience; however, paying for food and groceries creates a negative emotion that decreases consumers’ buying experience. This research uses claims to emphasize food’s nutritional or hedonic appeal, which was expected to reduce the pain of paying. This study uses a mixed model experiment to measure the pain of paying for five products (i.e., chips, juice, meat, yogurt, and apple). The information placed on the packages was the between-group conditions (nutritional, hedonic, and control). The participants responded differently to the nutritional or hedonic claims depending on the product. The hedonic claim decreased the pain of paying for meat, yogurt, and apple. Therefore, the pain of paying decreased in healthy food compared to food with intrinsic hedonic characteristics. Practical implications in food labeling are discussed.
{"title":"The Effects of Hedonic and Nutritional Claims on Consumers’ Pain of Paying","authors":"A. Arboleda","doi":"10.1080/10454446.2022.2150830","DOIUrl":"https://doi.org/10.1080/10454446.2022.2150830","url":null,"abstract":"ABSTRACT Food gives consumers a nourishing and hedonic experience; however, paying for food and groceries creates a negative emotion that decreases consumers’ buying experience. This research uses claims to emphasize food’s nutritional or hedonic appeal, which was expected to reduce the pain of paying. This study uses a mixed model experiment to measure the pain of paying for five products (i.e., chips, juice, meat, yogurt, and apple). The information placed on the packages was the between-group conditions (nutritional, hedonic, and control). The participants responded differently to the nutritional or hedonic claims depending on the product. The hedonic claim decreased the pain of paying for meat, yogurt, and apple. Therefore, the pain of paying decreased in healthy food compared to food with intrinsic hedonic characteristics. Practical implications in food labeling are discussed.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":2.9,"publicationDate":"2022-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44630240","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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