Food Label Halos and Consumer Perceptions of Food Healthfulness

This paper demonstrates that label halos bias dieters’ estimates about the healthfulness of vice foods containing such labels. Dieters tend to draw a directional conclusion about food healthfulness to mediate the guilt associated with consuming indulgent food. Providing corrective information to dieters can mitigate these effects.



Citation:

Yijun Zhao (2020) ,"Food Label Halos and Consumer Perceptions of Food Healthfulness", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1184-1184.

Authors

Yijun Zhao, Renmin University of China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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