当前位置: X-MOL 学术Br. Food J. › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
Remove the negatives or highlight the positives? The effect of negativity bias in food preferences
British Food Journal ( IF 3.3 ) Pub Date : 2021-03-11 , DOI: 10.1108/bfj-11-2020-1035
Ekaterina Salnikova , John L. Stanton

Purpose

The interest of food consumers in improved quality, healthiness, freshness, and authenticity results in a growing introduction of new food products featuring a variety of “positive” (e.g. “Enriched with Vitamin D”) and “negative” (e.g. “Low in Fat”) label claims. It's the goal of this paper to uncover how the presence of positive and absence of negative benefits or attributes balance in the minds of consumers, determine which label claims would have the greatest impact on consumers' intention to buy milk, and understand the role of stating these in either a positive or a negative frame.

Design/methodology/approach

To achieve the objectives of this paper, we utilize (1) descriptive study to identify which claims are currently used by the dairy marketing practitioners, (2) focus group to identify the importance of positive and negative product claims, and (3) online survey including discrete choice experiment (DCE) to determine the effect of positive and negative claims on consumer food choices.

Findings

We provide evidence of negative bias in consumers facing the choice between foods with enriched positive ingredients vs foods that are free-from negative ingredients. Specifically, we find that consumers have a general tendency toward giving negative attributes more weight than positive ones.

Research limitations/implications

The research was conducted in one food category.

Practical implications

This research should encourage food marketers to include more positive statements about their products rather than the current focus on negatives such as no GMOs or no hormones. the authors understand these negative attributes need to be made but there should also be positive attributes.

Social implications

Consumers will get a total picture of the product values and not skewed to one point.

Originality/value

The concept of negative bias has not be adequately explored in the food category on product labels.



中文翻译:

消除负面因素或突出正面因素?消极偏见对食物偏好的影响

目的

食品消费者对提高质量,健康度,新鲜度和真实性的兴趣导致越来越多地推出具有各种“阳性”(例如“富含维生素D”)和“阴性”(例如“低脂”)的新食品。 ”)标签声明。本文的目的是揭示在消费者心目中正向和负向或负向利益或特质的存在如何平衡,确定哪些标签声称将对消费者购买牛奶的意图产生最大的影响,并理解说明这些可以是正面的也可以是负面的。

设计/方法/方法

为了实现本文的目标,我们利用(1)描述性研究来确定乳业营销从业人员当前使用的是哪些声明;(2)焦点小组来确定正面和负面的产品声明的重要性;以及(3)在线调查包括离散选择实验(DCE),以确定肯定和否定声明对消费者食品选择的影响。

发现

我们提供的证据表明,消费者面对的是在富含正成分的食物与不含负成分的食物之间进行选择的消费者。具体来说,我们发现消费者普遍倾向于赋予消极属性比积极属性更多的权重。

研究局限/意义

该研究是在一种食品类别中进行的。

实际影响

这项研究应鼓励食品销售商对其产品做出更积极的表述,而不是当前对诸如无转基因生物或无激素之类的负面报道的关注。作者理解需要做出这些负面属性,但也应该具有正面属性。

社会影响

消费者将获得有关产品价值的全貌,而不会歪曲一分。

创意/价值

负面偏见的概念尚未在产品标签上的食品类别中得到充分探讨。

更新日期:2021-03-10
down
wechat
bug