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Publicação
Humor: A Nudging Tool to Influence Consumer Perceived Risk
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Autores
Orientador(es)
Resumo(s)
The current study explores humor labeling and its capacity to address consumer risk perception and food waste, as well as boost customer buy intentions, using nudging theory as a lens. Throughout one experiment, we explored how humor labeling affects the food aesthetics bias in order to impact risk perceptions and promote abnormal food product acceptability by increasing consumer purchase intentions. Following that, we discuss into the theoretical and practical implications of using humor as a nudge on food aesthetics bias, as well as future research topics. The findings have important implications for investigators, executives, and public policymakers on how to reduce food aesthetics bias, which can help reduce food waste.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Humor Purchase Intention Risk Perception Food waste Food aesthetics Sustainable Consumption