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 More

Featured

Analyzing the Perception of experiential luxury consumption of millennials on instagram: A new methodological approach

Marina Leban, ESCP Europe, France
Matthias Plennert, Friedrich-Alexander Universität Erlangen-Nürnberg

Read More

Featured

L12. Should I Stay or Should I Go: When Our Companies Have Eyes for Other Consumers

Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA

Read More

Featured

N9. Effects of Awe on Consumers’ Preferences for Bounded Brand Logos

Fei Cao, Renmin University of China
Xia Wang, Renmin University of China

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.