To look tasty,let's show the ingredients! Effects of ingredient images on implicit tasty–healthy associations for packaged products |
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| Institution: | 1. Kiel University, Faculty of Agricultural and Nutritional Sciences, Department A&F Marketing — Consumer Psychology, Wilhelm-Seeligplatz 6/7, 24098 Kiel, Germany;2. School of Business, University of Adelaide, Adelaide, Australia;3. Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Adelaide, Australia |
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| Abstract: | This study investigates the effect of ingredient images on implicit tasty–healthy associations for packaged products. An implicit association test (IAT) with 106 respondents reveals the impact of repeating ingredient images on the implicit healthy = tasty intuition; fewer ingredient images are linked to a stronger intuition. This study also considers explicit product packaging preferences and the number of ingredient images depicted. The implicit intuitions affect explicit preferences, such that packages depicting few ingredient images are preferred over those depicting many ingredient images for healthy products, but no significant effects emerge for unhealthy products. |
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| Keywords: | Implicit association Front-of-pack display Taste ingredient image Food perception Healthiness |
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