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The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods
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| Zeitschriftentitel: | Journal of Consumer Research |
|---|---|
| Personen und Körperschaften: | , , |
| In: | Journal of Consumer Research, 46, 2019, 3, S. 606-619 |
| Format: | E-Article |
| Sprache: | Englisch |
| veröffentlicht: |
Oxford University Press (OUP)
|
| Schlagwörter: |
| author_facet |
Choi, Jungsil Jessica Li, Yexin Samper, Adriana Choi, Jungsil Jessica Li, Yexin Samper, Adriana |
|---|---|
| author |
Choi, Jungsil Jessica Li, Yexin Samper, Adriana |
| spellingShingle |
Choi, Jungsil Jessica Li, Yexin Samper, Adriana Journal of Consumer Research The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods Marketing Economics and Econometrics Arts and Humanities (miscellaneous) Anthropology Business and International Management |
| author_sort |
choi, jungsil |
| spelling |
Choi, Jungsil Jessica Li, Yexin Samper, Adriana 0093-5301 1537-5277 Oxford University Press (OUP) Marketing Economics and Econometrics Arts and Humanities (miscellaneous) Anthropology Business and International Management http://dx.doi.org/10.1093/jcr/ucz002 <jats:title>Abstract</jats:title> <jats:p>Food and beverage manufacturers now regularly display “just below” calorie amounts (e.g., 99, 199, 299) in advertisements, presumably to appeal to health-motivated consumers. “Just below” values are those that fall one or more digits below a round number, most commonly seen as nine-ending numbers. However, although nine-ending prices are known to stimulate purchase intent, it is unclear whether or when nine-ending calorie labeling shapes food preferences. The present research shows that when consumers view indulgent foods with just-below (vs. round-ending) calorie amounts, they exhibit higher consumption intentions, purchase intent, and consumption behavior, yet only if they are high in health motivation. This is due to a tendency for health-motivated consumers to overweigh the leftmost digit in multidigit numbers—a cognitive bias known as the “level effect.” This bias results in the perception that just-below (vs. round) -ending indulgent foods have relatively fewer calories, decreasing anticipated guilt and increasing consumption intentions and behavior. The superiority of just-below calorie presentation under health motivation is attenuated with the addition of reference intake labeling (i.e., % daily calorie intake values), which equalizes the magnitude of nine- and round-ending calorie indulgent foods.</jats:p> The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods Journal of Consumer Research |
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The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods |
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The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods |
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The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods |
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The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods |
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The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods |
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The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods |
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the influence of health motivation and calorie ending on preferences for indulgent foods |
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Marketing Economics and Econometrics Arts and Humanities (miscellaneous) Anthropology Business and International Management |
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2019 |
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<jats:title>Abstract</jats:title>
<jats:p>Food and beverage manufacturers now regularly display “just below” calorie amounts (e.g., 99, 199, 299) in advertisements, presumably to appeal to health-motivated consumers. “Just below” values are those that fall one or more digits below a round number, most commonly seen as nine-ending numbers. However, although nine-ending prices are known to stimulate purchase intent, it is unclear whether or when nine-ending calorie labeling shapes food preferences. The present research shows that when consumers view indulgent foods with just-below (vs. round-ending) calorie amounts, they exhibit higher consumption intentions, purchase intent, and consumption behavior, yet only if they are high in health motivation. This is due to a tendency for health-motivated consumers to overweigh the leftmost digit in multidigit numbers—a cognitive bias known as the “level effect.” This bias results in the perception that just-below (vs. round) -ending indulgent foods have relatively fewer calories, decreasing anticipated guilt and increasing consumption intentions and behavior. The superiority of just-below calorie presentation under health motivation is attenuated with the addition of reference intake labeling (i.e., % daily calorie intake values), which equalizes the magnitude of nine- and round-ending calorie indulgent foods.</jats:p> |
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| description | <jats:title>Abstract</jats:title> <jats:p>Food and beverage manufacturers now regularly display “just below” calorie amounts (e.g., 99, 199, 299) in advertisements, presumably to appeal to health-motivated consumers. “Just below” values are those that fall one or more digits below a round number, most commonly seen as nine-ending numbers. However, although nine-ending prices are known to stimulate purchase intent, it is unclear whether or when nine-ending calorie labeling shapes food preferences. The present research shows that when consumers view indulgent foods with just-below (vs. round-ending) calorie amounts, they exhibit higher consumption intentions, purchase intent, and consumption behavior, yet only if they are high in health motivation. This is due to a tendency for health-motivated consumers to overweigh the leftmost digit in multidigit numbers—a cognitive bias known as the “level effect.” This bias results in the perception that just-below (vs. round) -ending indulgent foods have relatively fewer calories, decreasing anticipated guilt and increasing consumption intentions and behavior. The superiority of just-below calorie presentation under health motivation is attenuated with the addition of reference intake labeling (i.e., % daily calorie intake values), which equalizes the magnitude of nine- and round-ending calorie indulgent foods.</jats:p> |
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| spelling | Choi, Jungsil Jessica Li, Yexin Samper, Adriana 0093-5301 1537-5277 Oxford University Press (OUP) Marketing Economics and Econometrics Arts and Humanities (miscellaneous) Anthropology Business and International Management http://dx.doi.org/10.1093/jcr/ucz002 <jats:title>Abstract</jats:title> <jats:p>Food and beverage manufacturers now regularly display “just below” calorie amounts (e.g., 99, 199, 299) in advertisements, presumably to appeal to health-motivated consumers. “Just below” values are those that fall one or more digits below a round number, most commonly seen as nine-ending numbers. However, although nine-ending prices are known to stimulate purchase intent, it is unclear whether or when nine-ending calorie labeling shapes food preferences. The present research shows that when consumers view indulgent foods with just-below (vs. round-ending) calorie amounts, they exhibit higher consumption intentions, purchase intent, and consumption behavior, yet only if they are high in health motivation. This is due to a tendency for health-motivated consumers to overweigh the leftmost digit in multidigit numbers—a cognitive bias known as the “level effect.” This bias results in the perception that just-below (vs. round) -ending indulgent foods have relatively fewer calories, decreasing anticipated guilt and increasing consumption intentions and behavior. The superiority of just-below calorie presentation under health motivation is attenuated with the addition of reference intake labeling (i.e., % daily calorie intake values), which equalizes the magnitude of nine- and round-ending calorie indulgent foods.</jats:p> The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods Journal of Consumer Research |
| spellingShingle | Choi, Jungsil, Jessica Li, Yexin, Samper, Adriana, Journal of Consumer Research, The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods, Marketing, Economics and Econometrics, Arts and Humanities (miscellaneous), Anthropology, Business and International Management |
| title | The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods |
| title_full | The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods |
| title_fullStr | The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods |
| title_full_unstemmed | The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods |
| title_short | The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods |
| title_sort | the influence of health motivation and calorie ending on preferences for indulgent foods |
| title_unstemmed | The Influence of Health Motivation and Calorie Ending on Preferences for Indulgent Foods |
| topic | Marketing, Economics and Econometrics, Arts and Humanities (miscellaneous), Anthropology, Business and International Management |
| url | http://dx.doi.org/10.1093/jcr/ucz002 |