This contribution investigates the role of food product attributes on consumer choices focusing on different production processes, labeled as ‘traditional’ or ‘industrial’. More specifically, we aim at documenting a novel halo (positive) effect of the Tradition label versus a horn (negative) effect of the Industrial label on the implicit and explicit perceptions of healthiness and tastiness of a food product using an experimental design as well as potential moderation effects of pro-environmental beliefs. In four studies, we manipulated the label of two brands of cheese regarding their production process (Study 1 and Study 2: traditional vs. industrial, Study 3: traditional vs. no label, Study 4: industrial vs. no label) and we measured implicit (with SC-IAT in Study 1, SA-IAT in Study 2, and IAT in Study 3 & 4) and explicit (self-report) perceptions of healthiness and tastiness. Results showed a Tradition halo effect and an Industrial horn effect on explicit perceptions of tastiness and healthiness. Results on implicit perceptions of healthiness seem to depend to some extent on pro-environmental beliefs. Results suggest that tradition-labeled food should be introduced in conventional supermarkets instead of investing in the opening of new specialized stores.
The biasing effect of evocative attributes at the implicit and explicit level: The tradition halo and the industrial horn in food products evaluations / J. Richetin, E. Demartini, A. Gaviglio, E.C. Ricci, S. Stranieri, A. Banterle, M. Perugini. - In: JOURNAL OF RETAILING AND CONSUMER SERVICES. - ISSN 0969-6989. - (2019). [Epub ahead of print]
The biasing effect of evocative attributes at the implicit and explicit level: The tradition halo and the industrial horn in food products evaluations
E. DemartiniSecondo
;A. Gaviglio;E.C. Ricci;S. Stranieri;A. BanterlePenultimo
;
2019
Abstract
This contribution investigates the role of food product attributes on consumer choices focusing on different production processes, labeled as ‘traditional’ or ‘industrial’. More specifically, we aim at documenting a novel halo (positive) effect of the Tradition label versus a horn (negative) effect of the Industrial label on the implicit and explicit perceptions of healthiness and tastiness of a food product using an experimental design as well as potential moderation effects of pro-environmental beliefs. In four studies, we manipulated the label of two brands of cheese regarding their production process (Study 1 and Study 2: traditional vs. industrial, Study 3: traditional vs. no label, Study 4: industrial vs. no label) and we measured implicit (with SC-IAT in Study 1, SA-IAT in Study 2, and IAT in Study 3 & 4) and explicit (self-report) perceptions of healthiness and tastiness. Results showed a Tradition halo effect and an Industrial horn effect on explicit perceptions of tastiness and healthiness. Results on implicit perceptions of healthiness seem to depend to some extent on pro-environmental beliefs. Results suggest that tradition-labeled food should be introduced in conventional supermarkets instead of investing in the opening of new specialized stores.File | Dimensione | Formato | |
---|---|---|---|
1-s2.0-S0969698918310816-main.pdf
accesso riservato
Tipologia:
Publisher's version/PDF
Dimensione
640.91 kB
Formato
Adobe PDF
|
640.91 kB | Adobe PDF | Visualizza/Apri Richiedi una copia |
2019 - JR&CP - Eugenio postprint.pdf
accesso aperto
Tipologia:
Pre-print (manoscritto inviato all'editore)
Dimensione
1.08 MB
Formato
Adobe PDF
|
1.08 MB | Adobe PDF | Visualizza/Apri |
Pubblicazioni consigliate
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.