Study 3: What’s behind the Keyhole

Viktor Smith (), Daniel Barratt (), Peter Møgelvang-Hansen () and Alexander U. Wedel Andersen ()
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Viktor Smith: Copenhagen Business School
Daniel Barratt: Copenhagen Business School
Peter Møgelvang-Hansen: Copenhagen Business School
Alexander U. Wedel Andersen: Woba.io

Chapter Chapter 6 in Misleading Marketing Communication, 2022, pp 63-78 from Springer

Abstract: Abstract The chapter reports an experimental study based on the ShopTrip set-up which explores the effect of the Nordic Keyhole nutrition label on consumers’ purchasing decisions and post-shopping expectations. The results indicate that the presence of the Nordic Keyhole label on the packaging front tends to prompt health-oriented consumers to choose the corresponding product even in such cases where the alternative products available on the shelf are equally consistent with the Keyhole criteria. Moreover, the reasons subsequently stated by these consumers for expecting the Keyhole product to be healthier were for the most part inconsistent with both the declared product facts and the exact Keyhole criteria in force for the product categories in question.

Keywords: Nordic Keyhole nutrition label; Simulated e-shopping; Anonymized real-market products; Real-time purchasing behaviour; Health consciousness; Halo effects; Unsubstantiated competitive advantage; Miscommunication (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-11206-5_6

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DOI: 10.1007/978-3-031-11206-5_6

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