The biasing effect of evocative attributes at the implicit and explicit level: The tradition halo and the industrial horn in food products evaluations

Juliette Richetin, Eugenio Demartini, Anna Gaviglio, Elena Claire Ricci, Stefanella Stranieri, Alessandro Banterle and Marco Perugini

Journal of Retailing and Consumer Services, 2021, vol. 61, issue C

Abstract: This contribution investigates the role of food product attributes on consumer choices focusing on different production processes, labeled as ‘traditional’ or ‘industrial’. More specifically, we aim at documenting a novel halo (positive) effect of the Tradition label versus a horn (negative) effect of the Industrial label on the implicit and explicit perceptions of healthiness and tastiness of a food product using an experimental design as well as potential moderation effects of pro-environmental beliefs. In four studies, we manipulated the label of two brands of cheese regarding their production process (Study 1 and Study 2: traditional vs. industrial, Study 3: traditional vs. no label, Study 4: industrial vs. no label) and we measured implicit (with SC-IAT in Study 1, SA-IAT in Study 2, and IAT in Study 3 & 4) and explicit (self-report) perceptions of healthiness and tastiness. Results showed a Tradition halo effect and an Industrial horn effect on explicit perceptions of tastiness and healthiness. Results on implicit perceptions of healthiness seem to depend to some extent on pro-environmental beliefs. Results suggest that tradition-labeled food should be introduced in conventional supermarkets instead of investing in the opening of new specialized stores.

Keywords: Product attributes; Tradition halo effect; Industrial horn effect; Implicit and explicit perceptions; Healthiness; Tastiness (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:61:y:2021:i:c:s0969698918310816

DOI: 10.1016/j.jretconser.2019.101890

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