The effect of naturalness claims on perceptions of food product naturalness in the point of purchase |
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Authors: | Renaud Lunardo Camille Saintives |
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Institution: | 1. Bordeaux Management School, 680 Cours de la Libération, 33405 Talence Cedex, France;2. Groupe ESC La Rochelle, 102 rue des Coureilles, 17024 La Rochelle Cedex, France;1. School of Economics, Faculty of Economics and Management, National University of Malaysia (UKM), 43600 Bangi, Selangor, Malaysia;2. School of Management, Curtin Business School, Curtin University, Perth, Australia;1. Department of Psychology, Utrecht University, Heidelberglaan 1, 3508TC, Utrecht, The Netherlands;2. Sensory and Consumer Science Section, University of Copenhagen, Copenhagen, Denmark;3. Lund University Cognitive Science, Lund, Sweden;1. Division of Human Nutrition, Wageningen University, Stippeneng 4, 6708 WE Wageningen, The Netherlands;2. Consumer Science, Unilever R&D Vlaardingen, Olivier van Noortlaan 120, 3133 AT Vlaardingen, The Netherlands |
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Abstract: | Recent trends in marketing highlight an increased focus on naturalness claims with the hope of a higher consumer perception of product naturalness, but does this always make sense? This research examines this question in two experiments. Results show that the perception of naturalness depends on the types of points of purchase, those that convey a sense of naturalness, such as traditional markets, leading to more perceived naturalness. Importantly, results show that point of purchase type interacts with naturalness claim salience such that highly salient claims leads to higher perceived naturalness for product being displayed in a point of purchase that conveys a sense of naturalness. Finally, results show that the authority which claims the naturalness of the product is of major importance, brand-independent naturalness claims leading consumers to perceive the claim as more credible and consequently the product as more natural. |
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Keywords: | Perceived naturalness Claims Point of purchase Salience Authority |
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