Assessing information on food packages

Jesper Clement · Viktor Smith · Jordan Zlatev · Kerstin Gidlöf · Joost van de Weijer

48 citations0/0 files storedEuropean Journal of Marketing

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Consumer Packaging Perceptions and Trends Consumer Market Behavior and Pricing Consumer Attitudes and Food Labeling

Abstract

Purpose The purpose of this paper is to present an experimental study which aims at assessing the potentially misleading effect of graphic elements on food packaging. The authors call these elements potentially misleading elements (PMEs) as they can give customers false expectations. They are either highlighted numerical information (30 per cent fibre, 8 per cent fat, 100 per cent natural […]) or pictorial information with no relation to the product (e.g. images of happy people). Design/methodology/approach In a combined decision task monitored by eye-tracking and a subsequence survey, the authors tested the impact of PMEs on common products. Combining different pairs of products, where one product had a PME, whereas the other did not, the authors could evaluate if preference correlated with the presence of a PME. Findings The authors found both types of PMEs to have analogous effects on participants’ preferences and correlate with participants’ visual attention. The authors also found evidence for a positive influence on a later explicit justification for the specific choice. Research limitations/implications This study was conducted in a lab environment and solely related to health-related decisions. The authors still need to know if these findings are transferable to real in-store decisions and other needs such as high quality or low price. This calls for further research. Practical implications The topic is important for food companies, and it might become a priority in managing brand equity, combining consumer preferences, loyalty and communicative fairness. Originality/value Using eye-tracking and retrospective interviews brings new insights to consumer’s decision-making and how misleading potentially occurs.

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References

2014The theory of communicative action 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1990A Model of Distributor Firm and Manufacturer Firm Working Partnerships 1999The Role of Emotions in Marketing 2002Thoughts and Utterances 1990The Price Knowledge and Search of Supermarket Shoppers 2002Thoughts and Utterances: The Pragmatics of Explicit Communication 2009The Role of Customer Gratitude in Relationship Marketing

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