自然性
调解
心理学
产品(数学)
光环
广告
道德
价值(数学)
调解
独创性
社会心理学
营销
业务
社会学
政治学
计算机科学
银河系
量子力学
机器学习
物理
社会科学
数学
法学
创造力
几何学
作者
Clinton Amos,Jesse King,Skyler King
出处
期刊:Journal of Product & Brand Management
[Emerald (MCB UP)]
日期:2021-01-27
卷期号:30 (8): 1262-1276
被引量:8
标识
DOI:10.1108/jpbm-06-2020-2947
摘要
Purpose Past research has demonstrated a health halo for food product labels (e.g. organic), resulting in inflated perceptions of a product’s healthfulness (e.g. low fat). While past studies have focused on labeling and related health claims, the health halo of brand names has scarcely been investigated. This study aims to address this gap by investigating the health halo of brand names featuring morality- and purity-signifiers. Design/methodology/approach The current research uses two experiments to examine the health halo of morality- and purity-signifying brand names on perceptions of nutritional and contaminant attributes. Mediation analysis is performed to investigate perceived naturalness as the mechanism for the brand name effects while moderated mediation analysis examines this mechanism across product types (healthy vs unhealthy). Findings The findings reveal that both the morality- and purity-signifying brand names produce a health halo on nutritional and contaminant attributes, regardless of product healthiness. Further, mediation and moderated mediation analysis provide evidence for perceived naturalness as the underlying mechanism driving these effects. Social implications This research highlights unwarranted consumer inferences made based upon food brand names and, thus has implications for consumers, public policy and marketing managers. Originality/value While much health halo research has focused on labeling, this research examines the health halo of two brand name types which symbolically convey either morality or purity. This research provides additional contributions by investigating perceived naturalness as the underlying mechanism for the effects and is one of the few studies to investigate the health halo for both healthy and unhealthy products.
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