Effects of different packages on food product contagion: The moderating roles of mood states and product‐related information

Lin, Chien Huang; Shih, Li Chin

doi:10.1002/cb.1561

Cited by 8 publications

(5 citation statements)

References 58 publications

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“…Thus, higher compensation was required to compensate for the loss of value. This is consistent with the findings of Siegrist and Cvetkovich [42], Fox, Hayes, and Shogren [26], and Lin and Shih [43]. To identify whether the bids were stable over the nine trials, we also divided the mean bids by the standard deviation in each trial, and the result shows that the bids tend to stabilize in Trials 7 and 8.…”

Section: Resultssupporting

confidence: 85%

Effects of Food-Additive-Information on Consumers’ Willingness to Accept Food with Additives

Yingqi

Chen

et al. 2018

IJERPH

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This study tested whether information on positive food additives and negative food additives had an effect on consumers’ risk perception and their willingness to accept (WTA) food with additives. Consumers’ WTA was examined via a random nth-price auction of exchanging freshly squeezed orange juice without additives for orange juice with additives. Results show that consumers’ WTA differs with the order in which information was provided. Consumers are generally more sensitive to negative than positive information on additives. Female, middle-educated consumers are more susceptible to additive information and their WTA is more likely to change, while postgraduate-educated consumers are less sensitive to additive information. Consumers with higher food-safety satisfaction have lower WTA than those who are not satisfied with food safety. However, their satisfaction is easily affected by the negative-information intervention. Interestingly, consumers with relatively good knowledge of additives had higher WTA than those with no such knowledge. This study provides insight on how to establish effective food-safety-risk communication. Government and non-government agencies need to timely and accurately eliminate food-safety scares through the daily communication and disclosure of food-safety information, as well as prevent the misguidance of negative food safety-risk information.

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Section: Resultssupporting

confidence: 85%

Effects of Food-Additive-Information on Consumers’ Willingness to Accept Food with Additives

Yingqi

Chen

et al. 2018

IJERPH

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“…Within the persuasion literature, positive (vs. negative) emotions, such as happiness (vs. sadness), have been shown to lead to more positive attitudes (Petty, Leandre Fabrigar, & Duane, ). Thus, positive emotions tend to favorably impact evaluations of people, objects (Adaval, ; Meloy, ; Mogilner et al, ), and even the experience with a product (Lin & Shih, ). Consistently, Williams and Aaker () have shown that persuasive appeals with mixed emotions might harm (rather than help) attitude toward the brand.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Meaningful stories and attitudes toward the brand: The moderating role of consumers' implicit mindsets

Carnevale

Yucel-Aybat

Kachersky

2017

J of Consumer Behaviour

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Although the current trend is for marketers to focus on consumer happiness, in this research, we suggest that meaningful (vs. happy) stories can elicit more positive brand attitudes. Across two studies, we show that some consumer segments hold a more positive attitude toward the brand when the stories shared by the brand are meaningful, rather than happy--that is, when they are characterized by a sense of purpose and a mixed affective component. Particularly, this effect holds for individuals with a growth mindset. These consumers believe in the changeability of the world and, therefore, are more adept at accepting negative emotions in positive pursuits entailed in meaningful, but not happy, stories.

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“…Past research has shown that psychological influence plays a role in consumer purchase process activities such as information processing (of foreign and local cues on packaging), value formation (associating Westernisation with cues) and choice decision (purchase of a product in either packaging) (Yi- Cheon Yim et al, 2014;Bartsch et al, 2015). When consuming products, consumers seek congruence between their perceptions of the product and their personal values (Limon et al, 2009;Lin and Shih, 2015). This implies that consumers' preference for a particular packaging type (i.e.…”

Section: Discussionmentioning

confidence: 99%

The effects of packaging localisation of Western brands in non-Western emerging markets

Khan

Lee

Lockshin

2017

JPBM

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Purpose The common market practice by foreign marketers is to sell their brands in standard or localised packaging or sometimes both in the context of Pakistan. By examining the differential influence of standard (Western) and local (Urdu) packaging on Pakistani consumers’ perceptions and choice under conspicuous and inconspicuous situations, this study aims to examine whether the localisation strategy is effective or even necessary. Design/methodology/approach A pre-test first identified suitable products and brands. The main survey was conducted using convenience sampling in popular shopping precincts of the Lahore district in 2015. Participants first rated the packaging of hedonic and utilitarian products. After rating the packaging likeability, the respondents were asked to assume the two consumption situations. Their choice of standard versus local packaging under conspicuous and inconspicuous consumption situations for the same brand was recorded. Findings Overall, findings suggest that for hedonic products, localisation is not an effective strategy particularly for well-known Western brands such as M&M’s. For utilitarian products, packaging localisation does not render a Western brand more competitive as consumers did not like one packaging type over the other. Mode of consumption did not change the preference for standard packaging in case of hedonic products, whereas in case of utilitarian products, the mode of consumption did moderate the results for the choice of packaging; standard packaging is chosen more often under conspicuous a situation but not under an inconspicuous situation. Research limitations/implications The findings of this research show that indiscriminately localising the packaging of any products as they enter foreign markets may not be the most effective strategy for international marketers. Originality/value This is first study to question the common market practice of packaging localisation and investigate the differential effects of standard versus local packaging of foreign products on consumers’ perceptions and choice under varying consumption modes.

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Effects of different packages on food product contagion: The moderating roles of mood states and product‐related information

Cited by 8 publications

References 58 publications

Effects of Food-Additive-Information on Consumers’ Willingness to Accept Food with Additives

Effects of Food-Additive-Information on Consumers’ Willingness to Accept Food with Additives

Meaningful stories and attitudes toward the brand: The moderating role of consumers' implicit mindsets

The effects of packaging localisation of Western brands in non-Western emerging markets

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