Food Package Familiarity and Perceived Amount of Verbal Information: The Moderating Effect of Frugal Behavior

ABSTRACT

This paper discusses the moderating effect of frugal behavior on the relationship between food package familiarity and the perceived amount of verbal information. Two experiments were conducted on food packaging to analyze two central points: (a) the relationship between food package familiarity and the perceived amount of verbal information and (b) the moderating effect of frugal behavior on this relationship. The studies demonstrate the negative influence of food package familiarity on the perceived amount of verbal information. We demonstrate that the greater (smaller) the familiarity with food packaging is, the smaller (greater) the visual attention to the verbal information will be. Second, we show that frugal behavior moderates this behavior. Our experiment shows that a greater (smaller) tendency toward frugal behavior tends to have a positive (maintain negative) effect on the relationship between food package familiarity and the perceived amount of verbal information.