产品(数学)
成分
卡路里
营销
感知
业务
食品
食物选择
差异(会计)
广告
心理学
食品科学
医学
数学
内分泌学
病理
会计
神经科学
化学
几何学
作者
Guowei Zhu,George Chryssochoidis,Zhou Li
出处
期刊:European Journal of Marketing
[Emerald (MCB UP)]
日期:2019-06-28
卷期号:53 (11): 2293-2321
被引量:13
标识
DOI:10.1108/ejm-11-2017-0856
摘要
Purpose This paper aims to address how adding food ingredients to a packaged base food affects consumers’ calorie estimation of the new augmented product. Design/methodology/approach The four performed experiments and analyses of variance demonstrate an underlying psychological mechanism, explained below. Findings Results show that the healthiness of the added food ingredient (AFI) does not matter if the base food is healthy, and consumers’ calorie estimates of the augmented packaged food product are accurate. When, however, the food base is unhealthy, and the AFI is healthy, consumers underestimate the new product calories. This underestimation effect increases further when the healthy ingredients multiply. This underestimation effect endures when these ingredients are presented in a visual form, but it becomes smaller when these ingredients are presented in a verbal form. A justification mechanism is relevant. Research limitations/implications Further research should test across the broader range of the food product matrix. There is a great diversity of AFI presentations, and further research may deal with the impact of AFIs of these different forms on consumers’ calorie estimation and healthiness perceptions. Research may also test sensory-arousing mechanisms that can help understand how consumers perceive the calories of the augmented food. Practical implications The findings suggest that consumers should be cautious of the judgment bias caused by the presence of an AFI on food packages and raise their awareness regarding nutrition implications and dietary effects. From the perspective of food manufacturers, although adding healthy AFIs to unhealthy base foods may increase consumers’ purchase intention and bring higher profits, it may not be sustainable as a marketing strategy in the long term and has immediate ethical implications. Social implications Policymakers should introduce voluntary schemes to monitor and restrict the improper presentation of AFIs, aiming to rule out the abuse of healthy AFIs on unhealthy packaged food. Originality/value This work offers three major original and valuable contributions. It explains the effects of AFIs on calorie estimation and consumer healthiness perceptions in a context not studied before, namely, packaged food products. Next, it advances the literature on consumer judgment error and heuristics concerning product package attributes. As adding ingredients is integral to product line extension decisions, the results also clarify how marketing can safeguard firm social responsibility in combating obesity.
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