Will It Taste Better If You Think About What You Are Eating? Cultural Differences in Food-Ingredient Information Seeking

Hao Shen, Chinese University of Hong Kong, China
Jun Pang, Renmin University of China, China
This research examines the cultural differences in ingredient information seeking when consumers evaluate foods. Through four studies, we show that compared to Chinese, Americans have a greater need for ingredient information and process this information more separately, thus evaluating foods more favorably when the ingredients are displayed separated (vs. mixed).
[ to cite ]:
Hao Shen and Jun Pang (2017) ,"Will It Taste Better If You Think About What You Are Eating? Cultural Differences in Food-Ingredient Information Seeking ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 878-878.