Sugar labeling: How numerical information of sugar content influences healthiness and tastiness expectations

From menus to misbeliefs: Absolute frequencies of healthy and tasty dishes predict the unhealthy = tasty belief in restaurants

We examine whether the prevalence of healthy and tasty food options in restaurant menus leads to the formation of beliefs about the relationship between healthiness and taste that deviate from the correlation of healthiness and taste ratings. Participants (N = 195) rated the healthiness and taste of twelve dishes from two different restaurant types (American and vegetarian restaurants), estimated the frequencies of healthy and tasty options, and reported their health-taste beliefs. Results show that ratings of perceived healthiness and expected taste are uncorrelated in both restaurant types, but participants formed the misbelief that unhealthy dishes taste better than healthy dishes to a greater extent in American than in vegetarian restaurants. Regression analyses revealed that the absolute frequencies of food options were significantly related to participants' health-taste beliefs while controlling for the correlation between healthiness and taste ratings in both restaurant types. Participants were more likely to believe that healthy food tastes better than unhealthy food when they perceived that healthy and tasty food were both frequent (or infrequent) in the respective restaurant type. Our results provide evidence that relying on absolute frequencies, rather than covariation, to infer the relationship between healthiness and taste may lead to misbeliefs that do not reflect the health-taste correlation of individual food items.

Seeing is misbelieving: Consumers wrongly believe that unhealthy food tastes better when there is more of it

Recent studies have shown that people can believe that unhealthy foods taste better, even if healthy and unhealthy foods are equally as tasty. Specifically, when tasty and unhealthy foods are frequent in one context but rare in another, people perceive unhealthy foods to taste better, even if health and taste are unrelated. Given that people often consume food in one context, the current study investigated whether false beliefs about the health-taste relationship in foods can also occur in just one single context, in which either healthy or unhealthy foods are predominant, when there is no contrasting context where the respective other food is predominant. In two experiments (N = 342), we presented participants with pictures of meals from a single context and varied the frequency of healthy and unhealthy foods between participants. Although healthy and unhealthy foods tasted equally as good, participants believed that (un)healthy foods tasted better when there were more of them. This research demonstrates that health-taste beliefs might be changed by increasing the relative frequency of healthy foods in the environment overall, not by just offering some healthy and tasty foods.

The interplay of food-related lifestyle and eating behavior in Italian women

Introduction

Women play a crucial role in food shopping and preparation, and their food choices have significant implications for their health and that of their families. This study aims to provide a perspective on women's eating lifestyle, which has undergone significant changes.

Methods

A factor analysis was conducted to assess the degree of involvement in food choices and the types of food items consumed among a sample of 399 Italian women.

Results

Through cluster analysis, four segments were identified: hedonic food consumers, sustainable- and balanced-diet consumers, food experimenters, and no food fondness consumers. The results reveal a correlation between the degree of food involvement and the type of food consumed.

Discussion

Furthermore, the food lifestyle of the sample is partially dependent on age. Individuals aged 25-28 years show more hedonic food consumption behavior, while the older age group (44-64 years) falls into the sustainable and balanced diet consumer cluster (the largest cluster) and the cluster of those who do not express definable food choices (no food fondness).

Persuasive packaging? The impact of packaging color and claims on young consumers' perceptions of product healthiness, sustainability and tastiness

Following the increasing importance of healthiness and sustainability for many consumers, manufacturers increasingly try to give products a healthier or eco-friendlier image, for instance through packaging design. We conducted two experiments to investigate how visual (i.e., colors) and textual (i.e., claims) packaging elements shape perceptions of product healthiness, sustainability and tastiness. Additionally, the studies investigated whether these packaging elements impact the likelihood that these products are selected in a choice task. Study 1 (N = 202) had a mixed design, with packaging color (warm versus cool) and a nutrition claim (present versus absent) as within-subjects manipulations. Young consumers chose between four beverages, and subsequently evaluated these beverages. Study 2 (N = 211) had a similar design and procedure, but focused on the impact of an ecological claim on the evaluation of snacks. In line with our hypotheses, cool packaging colors (i.e., green and blue) increased perceptions that food and drinks were healthy and sustainable. However, in Study 1, cool packaging colors also resulted in lower tastiness expectations, and a lower likelihood that the product was selected. We also found that a simple nutrition/ecological claim made products seem overall healthier and more sustainable. Additionally, contrary to many previous studies, we did not find that these claims affected taste expectations. Our studies highlight the importance of package design as a factor that can influence perceptions of food and drink products.

Disconfirmation of Taste as a Measure of Trust in Brands: An Experimental Study on Mineral Water

The underlying factors of the purchase decision process of bottled mineral water have been a less studied area. The typically related attributes of consumer judgement in the case of low involvement can vary widely, ranging from price sensitivity to habits. However, assessing the role of brand reputation and trust from a sensory perception perspective is not a common approach. This paper examines the impact of trust on consumer value judgements for a frequently consumed beverage such as mineral water. Combining trust and sensory attributes with the Expectation–Disconfirmation Theory (EDT) framework provides insights into the weight of taste, trust and reputation in product evaluation. A tasting experiment was carried out using a representative systematic random sampling method. A mixed method was applied; EDT was used to analyze quantitative data and grounded theory methodology was performed in the case of qualitative data. Results indicate complete assimilation for the most preferred brand and negative contrast for less well-known brands. It can be stated that the applied methodology is suitable as a certain kind of trust measurement and also can function particularly well as a reinforcement and complement to other methodologies (e.g., neuromarketing methods). This study suggests that brand names positively influence value judgment. Origin bounded brands compared to imported brands can help companies mitigate trust issues in developing countries as they convey a particular reputation, which helps reinforce trust.

The Relationship between Nutrition Knowledge and Nutrition Facts Table Use in China: A Structural Equation Model

Since 2013, China has implemented a nutrition label regulation that aims to provide essential nutrition information through nutrition facts tables labeled on the back of food packages. Yet, the relationship between people’s nutrition knowledge and their nutrition label use remains less clear. This study adopted the structural equation modeling approach to analyze a nationally representative survey of 1500 Chinese individuals through the cognitive processing model, interrelated nutrition knowledge, attention to nutrition information on the nutrition facts table, comprehension of nutrition information, food choice and dietary intake. It was found that nutrition knowledge positively influenced attention to nutrition information; a better comprehension of nutrition information, which could benefit healthier food choices, did not relate to a higher level of attention to that information; dietary intake was affected significantly by nutrition knowledge, but it had little impact on food choice. The results signify that nutrition knowledge hardly supports nutrition facts table use among the Chinese people, mainly due to incomprehensible labeled information. Therefore, it emphasizes the need to enhance people’s comprehension through front-of-package labels and corresponding smartphone applications.

Beyond Healthiness: The Impact of Traffic Light Labels on Taste Expectations and Purchase Intentions

The aim of traffic light labels on food products is to help consumers assess their healthiness. However, it is not clear whether traffic light labels do not have undesired side effects by signaling lower tastiness of healthy product alternatives and reducing purchase intentions. We therefore conducted a study with consumers from Austria (N = 173) in which we presented the amount of sugar contained in products on labels with or without traffic light colors based on the coding criteria of the UK Food Standards Agency. Expectations of products’ healthiness and tastiness, as well as purchase intentions were assessed. The products were randomly sampled from the category of desserts from a supermarket. The declared amount of sugar was experimentally varied. The traffic light labels helped participants differentiate between the healthiness of products with different sugar levels. They did not affect the expected tastiness of the healthier alternatives. Moreover, participants did not report lower purchase intentions for products high in sugar, but a higher purchase intention for products low in sugar when traffic light colors were used compared to when they were not used.