C7. the Visually Simple = Healthy Intuition and Its Effects on Food Choices
This research proposes an outcome discounting relationship between visual simplicity of packages and food healthiness perception. Across three experiments, we find that consumers tend to perceive the food healthier when it is packed visually simple (vs. complex) and thereby more likely to choose the food.
Yan Wang and Jing Jiang (2018) ,"C7. the Visually Simple = Healthy Intuition and Its Effects on Food Choices", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 933-933.
Yan Wang, Renmin University of China
Jing Jiang, Renmin University of China
NA - Advances in Consumer Research Volume 46 | 2018
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