User Reactions to Consistently Provided Health Details on Snack Products Over Multiple Interactions
In a recent study, researchers aimed to understand the long-term influence of health-related information on product liking and purchase intention for pre-packed food products, particularly yoghurts [4]. The study, conducted in a laboratory setting, used both implicit and explicit methods to record differences in product evaluations and attention paid to health-related information between two sessions [5].
The study was based on the information-reduction theory, which suggests that consumers reduce the amount of information processed in repeated exposure, potentially leading to ignoring health-related information [1]. However, the research aimed to determine the retained positive influence of health-related information on product liking for long-term decision-making about a healthy diet.
The findings revealed that while health-related information enhances consumer awareness and can improve preferences for healthier products, taste experience plays a critical role alongside health beliefs [2]. Taste is often the primary driver of immediate food preferences and repeat purchase, and while consumers may hold positive health beliefs, if the taste experience does not meet expectations, long-term liking and purchase intention can decline.
The study found that consumers reported lower perceived tastiness when health-related information was present [6]. This suggests that taste beliefs, not health beliefs, consistently influenced product liking. However, the perceived healthiness of the products remained stable despite decreased visual attention to health-related information [7].
The evaluation of the yoghurts was done through actual tasting and repeated exposure across two sessions [8]. The researchers emphasized the need for a comprehensive understanding of consumer reactions to healthier food products that considers both implicit and explicit responses [9].
In summary, the study underscores the importance of compelling taste experiences and the interplay between health-related information and taste experience in determining sustained consumer preference and purchase intention for pre-packed food products. While health-related information influences long-term product liking and purchasing behavior by informing consumers and shaping attitudes, taste experience remains indispensable in determining sustained consumer preference and purchase intention [2][3].
References: [1] Information-reduction theory: https://www.sciencedirect.com/science/article/pii/B9780123973622000042 [2] Consumer behaviour and health: https://www.sciencedirect.com/science/article/pii/B9780128129658000177 [3] Front-of-package nutrition labels: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6047190/ [4] Study on yoghurt preferences: https://www.sciencedirect.com/science/article/pii/S0006256819303065 [5] Implicit and explicit methods: https://www.sciencedirect.com/science/article/pii/S0167487120305241 [6] Lower perceived tastiness: https://www.sciencedirect.com/science/article/pii/S0006256819303065 [7] Stable perceived healthiness: https://www.sciencedirect.com/science/article/pii/S0006256819303065 [8] Tasting and repeated exposure: https://www.sciencedirect.com/science/article/pii/S0006256819303065 [9] Implicit and explicit responses: https://www.sciencedirect.com/science/article/pii/S0006256819303065
- The research inquired about the role of 'eye tracking' in consumer research, as it was used to record differences in product evaluations and attention paid to health-related information between two sessions.
- The study, pertaining to 'fitness-and-exercise' and 'nutrition', found that consumers reported lower perceived tastiness when health-related information was present, emphasizing the importance of taste experience in maintaining consumer preference.
- The researchers in the 'health-and-wellness' field highlighted the significance of 'science' in understanding consumer reactions to healthier food products, advocating for a comprehensive approach that considers both implicit and explicit responses.
