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.
Citation:
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.
Authors
Yan Wang, Renmin University of China
Jing Jiang, Renmin University of China
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market
Hao Wang, University of South Florida, USA
Featured
R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence
Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, USA
Featured
A3. Why People Still Do Not Trust Algorithmic Advice in Decision Making
JAEWON HWANG, Sejong University
Dong Il Lee, Sejong University