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. Demartini
Secondo
;
A. Gaviglio;E.C. Ricci;S. Stranieri;A. Banterle
Penultimo
;
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.
Product attributes; Tradition halo effect; Industrial horn effect; Implicit and explicit perceptions; Healthiness; Tastiness
Settore AGR/01 - Economia ed Estimo Rurale
Settore M-PSI/03 - Psicometria
3-ago-2019
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2434/673915
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