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Trust, time, and tables: understanding consumer behavior to food labeling- the impact of time pressure on decision speed and food label reliance
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This research builds on the Dual Process Theory to examine how time constraints and brand familiarity affect customer decisions, focusing on the usage of the Nutri-Score and Nutritional Information Table. Understanding these characteristics is essential for healthy eating habits as snacking has become more common and obesity rates have increased over the past years. Our findings reveal that low time pressure supports more analytical evaluations, whereas time constraints compel consumers to rely on heuristics. Brand familiarity further modifies
these behaviors, increasing the likelihood that consumers will rely on heuristic processing when they recognize a brand, leading to less detailed evaluations of product attributes, although it does not result in quicker decisions.
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Consumer behavior Nutri-score Brand familiarity Time pressure Heuristic processing Systematic processing Food labeling