The effect of the number of ingredient images on package evaluation and product choice

Thomas, Fanny; Capelli, Sonia

doi:10.1177/2051570718769201

Cited by 9 publications

(16 citation statements)

References 85 publications

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“…Additionally, for the 3D packaging, adding an element of monitoring pictorial attention (i.e., eye tracking) could help in understanding and identifying these groups, as consumers tend to overestimate their label use when self-reporting [79]. Also, gaining knowledge in localization of attention could provide ways in which label design could be modified to improve consumers’ ability to locate and effectively utilize factual nutrition information such as the ingredient list [80,81].…”

Section: Discussionmentioning

confidence: 99%

The Effect of Ingredient Item Depiction on the Packaging Frontal View on Pre- and Post-Consumption Product Evaluations

Timmerman

Piqueras‐Fiszman

2019

Foods

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The current research focused on the (in)congruity between pictorial (ingredient item depiction) and textual (ingredient list) information on food packaging, namely, an apple–mango juice. Specifically, the influence of these information sources on expected and perceived flavor intensities, mismatched perceptions, perceived deception, and intention to purchase was studied by taking into account the possible moderating role of consumers’ thinking style. Three studies were performed, the first and third at a Dutch University by means of surveys and sensory tests, and the second via an online survey. The results showed that, overall, most consumers did not perceive the incongruity between pictorial and textual information as mismatching. However, a perceived mismatch from packaging, whether originated by the design manipulations or not, did increase perceived deception and lowered willingness to purchase. This effect was robust for both mismatches, among packaging elements (pre-consumption) and from expected and perceived flavor ratios (post-consumption), but was more substantial for the post-consumption mismatch. Although the moderating effect of cognitive processing style regarding expected and perceived flavor ratios from pictorial and textual (ingredient list) information was not confirmed, the results indicated that the effect of salient textual information is substantial, independent of a particular processing style or label usage.

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Section: Discussionmentioning

confidence: 99%

The Effect of Ingredient Item Depiction on the Packaging Frontal View on Pre- and Post-Consumption Product Evaluations

Timmerman

Piqueras‐Fiszman

2019

Foods

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“…It is a quasi‐pictorial representation that affects how information is processed (Dahl et al, 1999). Prior work has shown that images stimulate mental imagery by consumers since images allow consumers to “mentally picture” themselves using the product (McGill & Anand, 1989; Thomas & Capelli, 2018). We reason that larger food image sizes should induce greater mental imagery, compared to smaller image sizes.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Larger = more attractive? Image size on food packages influences purchase likelihood

Huang

Wang

Chan

2022

Psychology and Marketing

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The current research demonstrates that larger (vs. smaller) food images on food packages can positively influence consumers' initial product attitudes toward the food (i.e., purchase likelihood). Three studies examine the predictions. Compared with smaller food images, larger ones improve purchase likelihood (Studies 1 and 2). The effect is mediated by mental imagery (Study 2). However, this effect is only observed for vice (vs. virtue) foods (Study 3). Investigating the impact of the food image size on food packages has rarely been explored, but as food packages are likely one of the first stimuli that consumers notice about food on store shelves, its role on initial product attitudes warrants investigation. We discuss how our findings can offer insights into rising obesity rates, thus calling for regulation of food image size on packages amongst policy officials. We discuss the limitations of our work and also offer questions for future research on food consumption, health, and policy.

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“…Prior studies have revealed that, under high cognitive load, packages depicting several ingredients (3-5) induce more purchase intent; whereas under low cognitive load, the consumers' purchase intent does not depend on the number of ingredients depicted (Thomas and Capelli, 2018). Thus, we set up restricted information about green products in each scenario, including health benefit, product quality, environmental impact and eco-certification.…”

Section: Manipulationmentioning

confidence: 99%

Green consumption in Vietnam: Effects of eco-certification, brand, and moderate incongruity of their origins on purchase intent

Dekhili

Nguyen

2021

Recherche et Applications en Marketing (English Edition)

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In the mainstream of green consumption literature, it is asserted that information on eco-certification, brand, and country-of-origin has certain effects on consumer behavior. This study explores how eco-certification origin and brand origin would interact and influence the consumers’ purchase intent for green products. To achieve this objective, the authors conducted a 2 (eco-certification: domestic vs foreign) × 2 (brand: domestic vs foreign) between-subject experiment with 640 Vietnamese respondents. The results indicate that Vietnamese consumers are more inclined to purchase green products with domestic brands, while eco-certification origin has no main effect on such behavior. Moreover, a moderate incongruity effect between eco-certification origin and brand origin is partially confirmed. These effects are moderated by the product involvement, brand familiarity, product familiarity, and individuals’ demographic characteristics. The authors consequently draw theoretical and managerial implications from the results obtained.

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The effect of the number of ingredient images on package evaluation and product choice

Cited by 9 publications

References 85 publications

The Effect of Ingredient Item Depiction on the Packaging Frontal View on Pre- and Post-Consumption Product Evaluations

The Effect of Ingredient Item Depiction on the Packaging Frontal View on Pre- and Post-Consumption Product Evaluations

Larger = more attractive? Image size on food packages influences purchase likelihood

Green consumption in Vietnam: Effects of eco-certification, brand, and moderate incongruity of their origins on purchase intent

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