New investigate during a University of Oregon finds that an organization’s trademark on a food product can trigger discerning perceptions by consumers about an item’s healthiness and change their decision-making.
That notice also competence be seen as an publicity that competence not exist, contend investigate co-authors Elizabeth Minton of a University of Wyoming and T. Bettina Cornwell, a Edwin E. Jun Woldt Cone Professor of Marketing in a Lundquist College of Business during a UO.
The research, led by Minton as partial of her doctoral thesis during a UO, probed alliances of organizations by a chain of logos on ridicule food products. The commentary are timely.
Earlier this year Kraft Foods Inc. and a Academy of Nutrition and Dietetics concluded on a understanding in that a association would support investigate and open recognition campaigns on a significance of calcium and vitamin D in sell for regulating a academy’s “Kids Eat Right” trademark on a packages of Kraft Singles. The understanding fast was canceled amid a recoil about intensity misperceptions about a healthfulness of rarely processed foods.
“There has been fear about fake perceptions of publicity by charities and other partners when aligned with diseased food. That probably, while real, is reduction worrisome than a elementary misperception that a food is some-more healthy,” Cornwell said. “If consumers are introspective an publicity claim, during slightest they are meditative about their choice, though if a discerning demeanour during a package directly influences food notice it has upheld that cognitive filter.”
The findings, published online forward of imitation in a Journal of Consumer Affairs, endangered a pre-test followed by 3 experiments that combined opposite levels of complexity.
The pre-test, with 291 undergraduate business students, laid a initial foundation. It explored fast shaped associations finished by a participants of a healthiness of dual food products, cookies and crackers, along with underlying values of 3 causes, a American Heart Association, World Wildlife Fund and Goodwill.
The American Heart Association (health cause) was compared with health and heart. The World Wildlife Fund (environmental cause) was most-often associated to animals and nature, and Goodwill (social cause) was compared with inexpensive and donations. The health means associated to food and generated health associations. Environmental and amicable causes, when interconnected with food products, generated no health associations.
In examination one, 109 undergraduate business students saw elementary packages of cookies that displayed a means trademark and a name, possibly Goodwill or a American Heart Association, along with information that a squeeze would lead to a donation. Participants believed a cookies partnered with a AHA to be a healthier choice than cookies with no means or those partnered with Goodwill.
These findings, a researchers say, are shocking given consumer perceptions of a healthiness of a food altered with a means trademark on a package.
The second experiment, with 140 undergraduate business students, tested a thought that cause-related selling increases consumer attitudes or intentions to purchase, in this case, crackers. The AHA trademark changed a participants’ meditative toward selecting a product for health reasons. The World Health Fund and Goodwill logos also worked since a causes were deemed worthy, though they did not boost health perceptions.
The third investigate — finished with 120 adults recruited by approach of Amazon’s online crowd-sourcing Mechanical Turk — used a food-related though non-health gift cause, Meals on Wheels, as a focal indicate to examine if health perceptions, intentions or attitudes change a preference to purchase, again, crackers.
This unfolding intended a personification margin associated to amounts of information about a means enclosed on a wrapping and, operative with adults, authorised a researchers to adjust for aloft levels of product and means believe that comparison participants brought to a testing.
In a end, Minton and Cornwell found that a pairing of Meals on Wheels on a crackers’ packaging, with diction about a cause, somewhat extended perceptions that crackers are a healthy choice. That connection, a investigate found, is formed on discerning judgments that competence or competence not hold a arrogance of an endorsement.
“Cause selling can change consumer food product evaluations when means cues are integrated within food packaging,” Minton said. “Our commentary build on before investigate that has shown that corporate amicable shortcoming efforts generally change food product evaluations.”
There are take-home messages for both consumers and marketers, Cornwell said.
“From a consumer perspective, it is inestimable to postponement a impulse to take a time to cruise only what additional communications on wrapping competence mean,” she said. “Marketers should be endangered about a intensity for any unintended meanings from their products, wrapping and selling communications. They should wish to equivocate dubious consumers by holding a time to demeanour forward about what such a attribute competence communicate.”
Source: University of Oregon