 Can health “halos” extend to food packaging? An investigation into food healthfulness perceptions and serving sizes on consumption decisionsBui, My (Myla), Andrea Heintz Tangari and Kelly L. Haws Journal of Business Research, 2017, vol. 75, issue C, 221-228 Abstract: The purpose of this research is to examine how perceived food healthfulness and package partitioning interact to impact intended and actual consumption. Across three studies, findings indicate that both intended consumption and actual consumption of the perceptually healthier food items increase when packaging is not partitioned. Further, partitioning does not change the intended or actual consumption of foods perceived as less healthy. Accordingly, perceptually healthy foods tend to be consumed more when servings are not partitioned, suggesting a positive health halo leading to a “healthy=eat more” consumption pattern. The role of affect regulation theory and, more specifically, guilt, in this process is examined. These findings have implications for marketers, food manufacturers, and public policymakers interested in reducing obesity. Keywords: Product partitioning; Guilt; Food; Consumption; Health halo; Single-serving packages (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:75:y:2017:i:c:p:221-228 DOI: 10.1016/j.jbusres.2016.08.032 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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