It’S Not As Bad As I Thought It Would Be: Health Halos Versus Expectation Disconfirmation Effects on Affective and Cognitive Evaluations of Food Products

Four studies explore the role of expectation and experience in evaluations of food with a biasing label. Consumers expect vegan (vs. unlabeled) food to taste worse and be healthier. However, actual tasting results in higher perceived tastiness (via expectation disconfirmation) and healthiness (via health halo) resulting in higher purchase likelihood.



Citation:

Tejvir Singh Sekhon, Catherine Anne Armstrong Soule, and Anna Ciao (2019) ,"It’S Not As Bad As I Thought It Would Be: Health Halos Versus Expectation Disconfirmation Effects on Affective and Cognitive Evaluations of Food Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 834-835.

Authors

Tejvir Singh Sekhon, Western Washington University, USA
Catherine Anne Armstrong Soule, Western Washington University, USA
Anna Ciao, Western Washington University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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