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Trust, time, and tables: how the shielding effect of brands influences product evaluations
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| 8.49 MB | Adobe PDF |
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Resumo(s)
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 Nu tritional 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.
Descrição
Palavras-chave
Consumer behavior Nutri-Score Brand familiarity Time pressure Heuristic processing Systematic processing Food labeling