The Effects of Analogous Food Color on Perceived Flavor: A Factorial Investigation

We extend research testing the effects of food color on flavor perception to analogous color. Analogous colors are those found next to each other on the color wheel. Subjects were assigned the task of tasting and evaluating a fruit-flavored beverage. Actual fruit flavor at two levels and beverage color at three levels were manipulated in a full factorial, between-subjects design. Thus each subject tasted and evaluated a single color/flavor combination. Results show that the small differences in food color represented by analogous color are sufficiently distinct and meaningful to consumers to significantly affect their ability to correctly identify the flavor of color-associated foods, as well as to form distinct flavor profiles and particular preferences—much as the grosser distinctions represented by complementary food color have been shown to do previously.     

Tradeoffs between sensory attributes and organic labels: the case of orange juice

Researchers have investigated the role of sensory attributes and organic labels on consumers’ preferences and perceptions of food, but few has examined whether sensory attributes are relevant for consumers who prefer organic food and the extent to which sensory attributes influence consumer's marginal willingness to pay for organic food. The objective of this study is to determine how sensory attributes and organic label work together to influence consumer's stated preference and marginal willingness to pay for orange juice. To achieve this, we conducted a blind sensory evaluation of two orange juices followed by a discrete choice experiment to determine the extent to which consumer's stated preference for orange juice labelled as organic is affected by sensory experience preceding the choice experiment. Random parameter logit models and latent class conditional logit models are used to explain stated preference. Results indicate that the effect of sensory attributes on consumer's marginal willingness to pay differed by organic juice and conventional juice.     

Informed trading around earnings announcements—Spot,futures, or options?

Recent literature reports higher single stock options (SSO) volume before earnings announcements (EA). There are no studies that explore single stock futures (SSF) in this context because of illiquid SSF markets in developed countries. Similar to SSO, SSF provide embedded leverage and facilitate short selling although at a lower cost, but do not provide downside-risk protection. India’s liquid SSO and SSF provide a unique setting to study the preference of informed traders. We observe an increase in both SSO and SSF volume before EA. Further, SSF dominate SSO possibly due to SSO becoming expensive before EA and higher information leakage in India.     

Willingness to Pay for Golden Rice in India: A Contingent Valuation Method Analysis

We estimated students’ willingness to pay for golden rice by using the double-bounded contingent valuation method. We found that nearly 55% of the students are willing to buy golden rice at the same price as that of conventional rice, and around 85% at a certain discount. The estimated mean willingness to pay is a 4% price premium. Furthermore, we found that global (food security) and personal (health) benefit perceptions have a positive significant influence, and risk perceptions and sociodemographic variables have an insignificant influence on willingness to pay for golden rice. Overall, our findings indicate that India has a potential market for golden rice.     

A Packaging Visual-Gustatory Correspondence Effect: Using Visual Packaging Design to Influence Flavor Perception and Healthy Eating Decisions

Visual elements of packaging design serve as a powerful, cost-efficient tool for manufacturers and retailers alike to communicate sensory features of the product to consumers and influence their consumption behaviors. Based on studies of packaging design, cross-modal correspondences, and food science, this research establishes a “packaging visual-gustatory correspondence effect” whereby the image of a food product placed at the bottom (vs. top) of the package façade enhances consumers’ expectations (Study 1A) and actual perceptions (Study 1B) of the food’s flavor heaviness. Further, this effect carries over to help consumers make healthier eating decisions such as eating less of the food (Study 2) and subsequently choosing a healthier snack (Study 3). This research also shows that the packaging visual-gustatory correspondence effect is moderated by consumers’ processing style such that those who engage in holistic (vs. analytic) processing are more affected by the location of the food image on the package façade (Study 4). Our theoretically novel findings are also conducive to addressing the self-control dilemma: The location of the food image on the package façade can serve to increase flavor perception but decrease consumption quantity.     

Factors Influencing Young Consumers’ Acceptance of Genetically Modified Food in India

We analyzed the determinants of acceptance of genetically modified food (GMF) by using the probit model. In this study, we found that around 41% of the students are willing to buy GMF, and acceptance of GMF is less in female respondents than male respondents. The findings indicate that in India, benefit perception of GMF outweighed the risk perception. We also found that respondents’ trust in international organizations for truthful information has a positive and significant influence on acceptance of GMF.     

Effects of art in retail environments

Artworks have been introduced to retail environments outside of the art gallery and museum setting, with the assumption that art can transfer everyday consumption experiences into special and memorable ones. However, the question on the effectiveness of the placement of artwork in retail environments in influencing consumers’ behaviors and experiences has not been addressed. Using the Sacred Heart sculpture by Jeff Koons, we conduct two studies to test the influence of art on an individual’s behavioral intention to visit a restaurant and expected experience of food consumption. Study 1 corroborates that the effect of attitudes toward an artwork on behavioral intentions is amplified when consumers’ art knowledge and levels of openness to experience are low, indicating that consumers who lack art appraisal skills are likely to be dependent on their attitude toward art. Study 2 examines the mediating roles of attitudes toward an artwork and an artist by manipulating art attractiveness and artist information as the sources of esthetic perceptions. The artist information serves as the factor boosting the effect of art attractiveness on the behavioral intention through the mediation of attitudes toward the artwork and the artist. Results show that how consumers perceive an artwork, namely artistic processing in a retail environment, is powerful in leading them to enter a store and have desirable consumption experiences. Retailers can also enhance consumer experience by selecting artworks based on target consumers’ level of art knowledge and openness to experience.     

Opposites attract: Impact of background color on effectiveness of emotional charity appeals

The present work utilizes research on context effects and color psychology to investigate how background color can enhance the effectiveness of positive and negative charity appeals. Five experiments measuring both actual donations and donation intention examine the hypothesis that a negative charity appeal against an orange (vs. blue) background and a positive charity appeal against a blue (vs. orange) background will increase donations. We propose that this is because blue and orange colors are incongruous with positive and negative charity appeals, respectively, due to the affective valences of the appeals and the perceptions of warmth and coldness cued by the background colors. This incongruity enhances the attention people pay to the charity appeals, thereby strengthening their emotional response to the appeals, which increases charitable donations. When attention is manipulated, people who pay a high (vs. low) level of attention to the charity appeal are more likely to donate regardless of the color and valence of the appeal, suggesting attention is an important antecedent to the intensity of the emotional response and subsequent donation behavior. We also identify affect diagnosticity as a boundary condition for the effect – when people are informed that color affects their emotions, the contextual effect of color disappears.     

The Impact of Package Color and the Nutrition Content Labels on the Perception of Food Healthiness and Purchase Intention

Considering the difference between hedonic and utilitarian products, this article presents how the choice of color in food packaging, along with the nutrition content claim (NCC) labeling, can influence the consumer’s perception of food healthiness and purchase intention. The responses of 120 non-color-blind and non-obese college students from two within-subject experiments were analyzed by adopting a mixed model for repeated measurement. The results suggest that utilitarian, but not hedonic, food products in blue-colored packages were perceived to be healthier than those in red-colored packages. The perception of food healthiness, which was sensitive to the package color, also influenced the purchase intention of packaged foods. Moreover, when the NCC label was presented, food in a blue package with health claims in the NCC (e.g., “light” label) was perceived healthier than food in a red package with regular labels. This article also discusses the managerial implications of the findings for packaging and advertising professionals.     

中印贸易合作的潜力及实现路径研究——基于随机前沿引力模型

在分析中印双边贸易结合度、相似度、互补性的基础上,利用随机前沿引力模型测算中国对印度的进口和出口效率,以及中印双边的贸易潜力,提出了中印贸易合作的实现路径。研究发现:中印双边贸易额稳步增加,但印度对华出口增长乏力,中方贸易顺差逐年扩大;中印两国贸易关系紧密,贸易产品互补性较强,且在两国主要出口市场的竞争性较弱;中国对印度的出口效率小于进口效率,出口和进口贸易潜力最大值分别为794亿美元、177亿美元;互相削减关税增加了两国的总经济效应,且印度的收益大于中国;印度加入上合组织促进了其与中国的贸易增长。建议中国扩大对印度的投资,增加从印度进口,积极推动RCEP尽快达成协议。     

Nutritional Improvements and Student Food Choices in a School Lunch Program

This study analyzed data on students’ food purchases linked to their school records to examine factors affecting the healthiness of their food choices and the impacts of reforms to promote healthier eating in a high school lunch program. U.S. Department of Agriculture’s Healthy Eating Index was used to evaluate the nutritional quality of the foods purchased, as well as an alterative ranking developed by the school dietitian. The new lunch program was associated with an improvement in the nutritional quality of students’ food choices. Girls tended to purchase relatively healthier food than boys, but male students had a greater improvement in the healthiness of their food choices.     

The Color of Choice: The Influence of Presenting Product Information in Color on the Compromise Effect

Consumers often find themselves challenged by the conflicting desires to seek uniqueness versus conformity, and thus seek some degree of balance. In a series of six studies we show that presenting each options’ product-related information in a unique color, as opposed to all product-related information presented in black-on-white, partially satiates the desire for uniqueness, thus amplifying the compromise effect. Consumers facing color presentation formats choose the middle, conforming option more often, yet perceive their choice as more unique. This color effect is not realized if each option's attributes are presented in different colors, but all options use a consistent color scheme, as is often the case in on-line retailing sites such as Amazon.com. Having to justify one's choice moderates the color effect. The practical take-away is that consumers’ choices can be influenced by using unique colors to present option-related product information, a variable that is entirely independent of the options’ performance characteristics. Two field studies confirm this finding, one using a plain background versus a colored background in a product display and the other using product containers that are either in plain white or wrapped in unique colors.     

Exploring antecedents of healthy food choices: an Indian experience

Label information on food items is seen as a tool to facilitate better choices. Merely, provision of label information may not lead to the desired outcome. Comprehension and processing of label information during consumer decision making is crucial for better food choices. Based on the primary data obtained from 150 consumers of pre‐packaged food items, the research proposes a conceptual model for healthier food choices. Previously, a number studies related to consumer decision making have employed ‘label reading’ and ‘label use’ interchangeably. Present research advocates that label reading does not amount to label use. Findings from ordered probit model and path analysis suggest that comprehension of label information leads to increase in its perceived usefulness. Further, increased perceived usefulness facilitates better food choice. Instances of better food choices can be maximized by enhancing perceived usefulness and comprehension of label information through educational and awareness campaigns, especially in context of developing countries such as India.     

国际服务外包对承接国就业的影响——以印度为例

文章以印度为例分析了国际服务外包对承接国就业的直接与间接影响途径与表现。认为国际服务外包对印度就业的直接影响途径为服务外包产业的规模化发展,而间接影响途径主要表现为服务承接对印度经济增长、区域经济、人力资本与就业质量的影响四个方面。印度在发展服务外包产业过程中的经验主要是非常重视形成服务承接企业规模与能力优势、人力资源优势以及服务产业优势,这对于我国发展服务外包产业、促进社会就业具有重要的借鉴意义。     

Communicating Sensory Attributes and Innovation Through Food Product Labeling

This article explores the influence of food product packaging on consumers’ sensory expectations and perceived newness of the product. Two experiments examine to what extent consumers use product typicality, graphical representations, and package typicality in evaluating new food products. Study 1 finds that (1) a typical flavor induces more positive expectations of pleasantness, taste, color, and smell, and (2) the presence of graphic representation on product labels increases perceived pleasantness but does not affect sensory expectations. Study 2 indicates that the product seems newer in the absence of a package (label-only condition), but when the product packaging is presented, an atypical package conveys more newness than a typical package. These results provide practical guidelines for the design and introduction of innovative food products.     

马克思文化批判思想的两个向度及其当代意义

文化创新的论题是以文化批判为前提的。马克思的文化批判思想包含着两个向度——工具理性的批判和传统文化的批判。马克思的文化批判思想是对启蒙理性精神的传承,是在文化批判的两个向度中诉说着现代性的价值取向的。在我国大力解放和发展文化生产力、全面推进现代化发展的进程中,认识马克思的文化批判思想及其所彰显的现代性价值取向具有重要的理论和现实意义。     

Does Nutrition Information Contribute to Grocery Shoppers’ Willingness to Pay?

An experimental auction and the eye-tracking technology are used to detect the relationship between consumers’ understanding of the nutrition information and their willingness to pay for food items. Additional attention is given to health-conscious individuals. Salad mix and apple juice are selected for the experiment. A Tobit model is used for the analysis. The results show that nutrition information has some effect on consumers’ purchasing decision. Shoppers are willing to pay less for fat and mineral information, but more for ingredient, protein, sodium, and carbohydrate information of salad mix. As for apple juice, shoppers care only for energy and other nutrient information, as well as the health claim “vitamin C naturally high.” Further, health-conscious individuals are more responsive to the nutrition claims, such as “high in fiber” (salad mix) and “vitamin C naturally high” (orange juice). A possible limitation of the conclusion exists due to the small sample size.     

Customization of online advertising: The role of intrusiveness

This study examines the trade-off between tailoring an ad to an individual consumer’s needs and the demand for personal data required to do so, which is inherent in targeted online advertising. Two scenario-based studies in two different industries reveal the extent to which using personal information with greater distinctiveness affects consumers’ sense of intrusiveness and purchase intentions. We also manipulate ad fit to each consumer’s needs and the presence of a discount to investigate whether feelings of intrusiveness mitigate the potential positive effects of fit and discount. Higher degrees of personalization, such as adding personal identification or transaction information to browsing data, increase feelings of intrusiveness, and negatively affect purchase intentions. These negative effects are not compensated for by offering discounts but can be partly mitigated by presenting an ad with a high fit to consumers’ current needs. The positive effect of tailoring the ad is weakened at higher levels of intrusiveness though. Furthermore, high fit may lead to not only higher purchase intentions but also higher perceived intrusiveness levels. Presenting a consumer with a customized ad can thus be a double-edged sword, leading to higher purchase intentions but also greater perceived intrusiveness, which then negatively affects purchase intentions.     

Influences of background colors and calorie information disclosure on consumers’ psychological process

ABSTRACT

This research explores the influences of menu background colors and calorie disclosure on consumers’ psychological process: dynamics of emotional arousal, temptation, and self-control. Findings from an experimental study showed that a red (the warmest color) against a blue (the coolest color) or white background induces higher emotional arousal and temptation, which led consumers to purchase greater amounts of indulgent foods. In the presence of calorie information, however, elevated arousal and strengthened temptation driven by the background color effects were reversed: a red against a blue or white background elicited a higher level of self-control and lower levels of arousal and temptation, which led consumers to purchase fewer indulgent food items. Therefore, an investigation into the underlying process reveals that consumers can trade their elevated desires (arousal and temptation) and willpower (self-control).