Hear what I appreciate: Activation of consumption motives for healthier food choices across different value segments
| Autor: | Jenniina Sihvonen, Harri T. Luomala |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2017 |
| Předmět: |
0301 basic medicine
Marketing Value (ethics) Consumption (economics) Economics and Econometrics 030109 nutrition & dietetics 05 social sciences Psychological intervention Experimental research 03 medical and health sciences Incentive 0502 economics and business Food choice Priming (media) 050211 marketing Business Business and International Management Empirical evidence ta512 |
| Zdroj: | The International Review of Retail, Distribution and Consumer Research. 27(5):502-514 |
| ISSN: | 0959-3969 |
| Popis: | This study represents ‘nudging’ interventions aiming to promote healthier food choices by altering the environment where choices are made, without price incentives. The study focuses on the activation of a consumer’s different consumption motives immediately prior to making food choices, thereby drawing a direct goal-priming approach that is postulated to stimulate congruent behaviours. The twofold purpose of this experimental research is to (1) evaluate the usefulness of direct goal priming when aiming at healthier food choices and (2) to identify the boundary conditions that either favour or inhibit the emergence of motivational priming effects. This purpose contributes to the literature on consumer health behaviour in two ways. First, it reveals new motivational origins for health-goal priming effects. Second, it gleans unprecedented empirical evidence for the moderating capacity of consumers’ values. Direct priming of a health goal proved to be effective in steering consumers towards healthier... |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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