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Give me a Sign: Unconsciously Influencing Purchase Intention through Front-of-Pack Logos

Skibbe, Daniela (2012) Give me a Sign: Unconsciously Influencing Purchase Intention through Front-of-Pack Logos.

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Abstract:The purpose of the present study was to investigate to what extend it would be possible to influence the purchase behaviour of consumers by presenting a front-of-pack nutrition logo. It was assumed that a nutrition logo can function as a prime, which is able to activate associated goals. Therefore two experiments were conducted. The first experiment was meant to test the ability of a new developed logo to activate an associated goal. In the second experiment participants were subliminal primed by the same logo before they had to indicate to what extent they would like to purchase several food products. Results showed that front-of-pack logos are capable of goal activation and can influence purchase intention. Furthermore, study 2 revealed that even an unfamiliar logo can provoke the same effect. These results provide new insights and opportunities for marketers and the development of effective interventions to promote healthier eating.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/61691
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