34.10 Consumer well-being & Food Consumption Decisions
(M. I. Norton, Mochon, and Ariely 2012)
The IKEA effect: increase in volaution of self-made products
People evaluate their own creation similar in value to that of experts, and expect other to have similar opinions
Labor leads to love only when one has successful task completion
- When the task is destroyed or incomplete, there is no IKEA effects
Raghunathan, Naylor, and Hoyer (2006)
The portrayal of unhealthy product increases food’s inferred, and actual taste, and more preferable when the is more hedonically salient.
This result is robust among those who believe the negative correlation between healthiness and tastiness as well as those who do believe in such correlation.
To change this negative correlation beliefs, authors suggest that we can educate consumers with better information about the definition of “healthy”
The unhealthy = tasty intuition can come from
Internal source (e.g., personal; experience and self-observation). There is an inverse relationship (compensatory) between wholeness and hedonic potential
External source (e.g., environmental cues)
Shah et al. (2014)
(Price) Surcharge or Unhealthy label along cannot change the demand for unhealthy food
The combination of both can reduce demand for unhealthy food.
Among women, unhealthy label can be as effective as unhealthy label + surcharge
Among men, unhealthy label increases the demand for unhealthy foods as compared to unhealthy label + surcharge.
C. Berry, Burton, and Howlett (2017)
Since there is no formal definition of “natural”, companies exploited this loopholes.
based on activation theory and inferential processing, the mediation path from natural claims to product evaluation is via consumers’ attribute inferences.
P. J. Liu et al. (2019)
- Consumers use type as the primary dimension and quantity as the secondary dimension in judging food’s healthiness
Woolley and Liu (2020)
Magnitude estimates refers to when “consumers judge whether something has”very few” to “many” calories” (p. 147).
Under which, people think that a smaller portion of healthy food has more calories than a larger portion of healthier food
Sensitive to type (healthy vs. unhealthy)
Numeric estimates refers when “consumers estimate a number of calories” (p. 147)
Under which , people think that a larger portion of healthier food has more calories than a small proportion of healthy food.
Sensitive to type (healthy vs. unhealthy) and quantity (large vs. small)
Food healthiness is processed before quantity.
The two modes will converge if quantity information is made first (primary) or in an intuitive way.
Moorman (1990)
- Consumers characteristics (familiarity and motivation) and stimulus characteristics (info format and content) influence information processing and decision quality of how they use nutrition information
Haws et al. (2019)
People choose any-size-same-price beverage because they think they can get more value (in financial terms). This effect is so strong that with calorie postings, this demand is still intact.
- Finding is robust under diet vs. non-diet beverage (rule out that customers don’t see value in getting more calories, but only from saving money).
Graphic health intervention can still have an effect on the appeal of larger sizes
Other resources: