Health halo effects in sequential food consumption: The moderating roles of health-consciousness and attribute framing |
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| Institution: | 1. Department of Agricultural, Forest and Food Science (DISAFA), University of Turin, Grugliasco, Italy;2. Department of Agriculture, Food and Environment (Di3A), University of Catania, Catania, Italy;3. Department of Agriculture, University of Naples Federico II, Portici, Italy;1. Faculty of Economics and Business Administration, University of the Basque Country UPV/EHU, Bilbao, Spain;2. Institute of Applied Business Economics, University of the Basque Country UPV/EHU, Bilbao, Spain;1. Department of International Business, National Kaohsiung University of Applied Sciences, 415 Chien-Kung Road, Kaohsiung 807, Taiwan;2. Department of Business Management, National Sun Yat-sen University, No. 70, Lianhai Rd., Gushan District, Kaohsiung City 804, Taiwan;3. Department of Business Management, Chang Jung Christian University, No. 1, Changda Rd., Gueiren District, Tainan City 71101, Taiwan;4. Bank Teller, Taichung Commercial Bank Co., Ltd., Taiwan;1. Wilson School of Hospitality and Resort Management, University of Memphis, 3700 Central Avenue, Suite 140 E, Memphis, TN 38152, USA;2. School of Hospitality and Tourism Management, Purdue University, Marriott Hall, Room 245, 900 W. State Street, West Lafayette, IN 47907, USA |
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| Abstract: | Has the huge increase in healthful food options indeed promoted consumer health? Previous studies have noted the health halo effects of such foods, which subconsciously lead consumers to rather unhealthful eating. This study examined whether the health halos of entrées increase the subsequent intention for desserts in restaurants when moderated by internal and external cues: health-consciousness and attribute framing. A 2 (perceived healthiness of entrées) × 2 (health-consciousness) × 2 (attribute framing of desserts) quasi-experimental design was employed using a scenario-based online survey, and 427 consumers participated in the survey. The results revealed that the effect of the perceived healthiness of entrées on increasing the intention for desserts was more salient among less (vs. highly) health-conscious consumers and when the desserts were framed as healthy (vs. tasty). The findings provide theoretical implications for consumer food behavior and sequential consumption literature, and highlight practical implications for consumers, health professionals, public officials, and restaurateurs. |
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| Keywords: | Health halo effect Sequential consumption Perceived healthiness Health-consciousness Attribute framing Server |
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