How “Healthy Eating” Packaging Cues Affect Purchasing and Consumption Behavior

Xiaoyan Deng , The Ohio State University, USA
Barbara Kahn , University of Pennsylvania, USA
Sara Michalski , General Mills, USA
Consumers are susceptible to the influences of external cues when making consumption quantity decisions. This research shows that verbal and visual “healthy eating” packaging cues interact to affect consumers’ in-store purchasing and at-home consumption decisions, when they are mindless as well as when they are mindful.
[ to cite ]:
Xiaoyan Deng , Barbara Kahn , and Sara Michalski (2011) ,"How “Healthy Eating” Packaging Cues Affect Purchasing and Consumption Behavior", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 559-560.