Health Halo Effect and Mandela Effect. An Experimental Approach on Packaging Nutrient Content Claims
Health concerns are the main reason for healthy product purchasing. Likewise, the packaging plays an important role in the decision-making process. The present paper investigates the health halo effect and the Mandela effect produced by the nutrient content claims on the packaging of food product...
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| Format: | Article |
| Language: | English |
| Published: |
University of Bucharest Publishing House
2022-12-01
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| Series: | Styles of Communication |
| Subjects: | |
| Online Access: | https://drive.google.com/file/d/16bpZRrUGh3tkkMRfymEpTZuaHYCTmXX5/view |
| _version_ | 1797976159236915200 |
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| author | Fabia-Roberta BERA Maria-Mălina BERAR Oana-Mihaela GRIVASĂ Ioana IANCU |
| author_facet | Fabia-Roberta BERA Maria-Mălina BERAR Oana-Mihaela GRIVASĂ Ioana IANCU |
| author_sort | Fabia-Roberta BERA |
| collection | DOAJ |
| description | Health concerns are the main reason for healthy product purchasing. Likewise, the
packaging plays an important role in the decision-making process. The present paper investigates
the health halo effect and the Mandela effect produced by the nutrient content claims on the
packaging of food products (chocolate). The main objectives are: to determine if the respondents
remember ingredients and claims that are not actually listed on the packaging, to investigate if the
existence of nutrient content claims on the packaging determines a more positive perception on the
healthfulness of the product and a higher purchase intention, and to explore if risk-avoidance
claims (Low sugar and Cholesterol free), in comparison with benefit related claims (Vitamin A
and High in fibers) are more likely to determine a more positive healthfulness perception of the
product and a higher purchase intention. A 1x3 survey-based experiment has been conducted on
160 young adults in Romania. The results show that, regardless of the situation, subjects tend to
remember a high number of ingredients and claims that are not actually written on the packaging.
The nutrient claims, in comparison with the lack of them, play an important role in shaping a
positive healthfulness perception and a higher purchase intention. Finally, the risk-avoidance
claims seem to have a more positive effect. |
| first_indexed | 2024-04-11T04:46:55Z |
| format | Article |
| id | doaj.art-aac404582b0c4a9fa4a80e33bc85d1b5 |
| institution | Directory Open Access Journal |
| issn | 2065-7943 2067-564X |
| language | English |
| last_indexed | 2024-04-11T04:46:55Z |
| publishDate | 2022-12-01 |
| publisher | University of Bucharest Publishing House |
| record_format | Article |
| series | Styles of Communication |
| spelling | doaj.art-aac404582b0c4a9fa4a80e33bc85d1b52022-12-27T10:12:42ZengUniversity of Bucharest Publishing HouseStyles of Communication2065-79432067-564X2022-12-01142264710.31178/SC.14.2.02Health Halo Effect and Mandela Effect. An Experimental Approach on Packaging Nutrient Content ClaimsFabia-Roberta BERA0Maria-Mălina BERAR1Oana-Mihaela GRIVASĂ2Ioana IANCU3https://orcid.org/0000-0001-8374-853XBabeș-Bolyai University, Cluj-Napoca, RomaniaBabeș-Bolyai University, Cluj-Napoca, RomaniaBabeș-Bolyai University, Cluj-Napoca, RomaniaBabeș-Bolyai University, Cluj-Napoca, RomaniaHealth concerns are the main reason for healthy product purchasing. Likewise, the packaging plays an important role in the decision-making process. The present paper investigates the health halo effect and the Mandela effect produced by the nutrient content claims on the packaging of food products (chocolate). The main objectives are: to determine if the respondents remember ingredients and claims that are not actually listed on the packaging, to investigate if the existence of nutrient content claims on the packaging determines a more positive perception on the healthfulness of the product and a higher purchase intention, and to explore if risk-avoidance claims (Low sugar and Cholesterol free), in comparison with benefit related claims (Vitamin A and High in fibers) are more likely to determine a more positive healthfulness perception of the product and a higher purchase intention. A 1x3 survey-based experiment has been conducted on 160 young adults in Romania. The results show that, regardless of the situation, subjects tend to remember a high number of ingredients and claims that are not actually written on the packaging. The nutrient claims, in comparison with the lack of them, play an important role in shaping a positive healthfulness perception and a higher purchase intention. Finally, the risk-avoidance claims seem to have a more positive effect.https://drive.google.com/file/d/16bpZRrUGh3tkkMRfymEpTZuaHYCTmXX5/viewhealth halo effect; mandela effect; packaging; nutrient content claims; perceived healthfulness; purchase intention. |
| spellingShingle | Fabia-Roberta BERA Maria-Mălina BERAR Oana-Mihaela GRIVASĂ Ioana IANCU Health Halo Effect and Mandela Effect. An Experimental Approach on Packaging Nutrient Content Claims Styles of Communication health halo effect; mandela effect; packaging; nutrient content claims; perceived healthfulness; purchase intention. |
| title | Health Halo Effect and Mandela Effect. An Experimental Approach on Packaging Nutrient Content Claims |
| title_full | Health Halo Effect and Mandela Effect. An Experimental Approach on Packaging Nutrient Content Claims |
| title_fullStr | Health Halo Effect and Mandela Effect. An Experimental Approach on Packaging Nutrient Content Claims |
| title_full_unstemmed | Health Halo Effect and Mandela Effect. An Experimental Approach on Packaging Nutrient Content Claims |
| title_short | Health Halo Effect and Mandela Effect. An Experimental Approach on Packaging Nutrient Content Claims |
| title_sort | health halo effect and mandela effect an experimental approach on packaging nutrient content claims |
| topic | health halo effect; mandela effect; packaging; nutrient content claims; perceived healthfulness; purchase intention. |
| url | https://drive.google.com/file/d/16bpZRrUGh3tkkMRfymEpTZuaHYCTmXX5/view |
| work_keys_str_mv | AT fabiarobertabera healthhaloeffectandmandelaeffectanexperimentalapproachonpackagingnutrientcontentclaims AT mariamalinaberar healthhaloeffectandmandelaeffectanexperimentalapproachonpackagingnutrientcontentclaims AT oanamihaelagrivasa healthhaloeffectandmandelaeffectanexperimentalapproachonpackagingnutrientcontentclaims AT ioanaiancu healthhaloeffectandmandelaeffectanexperimentalapproachonpackagingnutrientcontentclaims |