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Taste the Difference : The Impact of Eco-label Design Variables, Complexity and Shape, on Consumers’ Taste and Health Perception

Otting, Anna (2019) Taste the Difference : The Impact of Eco-label Design Variables, Complexity and Shape, on Consumers’ Taste and Health Perception.

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Abstract:This research had two study goals: To determine the complexity and shape design of eco-labels impact the sensory attributes of a (healthy) product based on the assumption that consumers are using symbolic information in extrinsic product features (in this case, the eco-label) to draw inferences about product characteristics. Second goal: To determine the robustness of the eco-label effect, i.e., how strongly people are stereotyped by eco-labels in their opinions about product perception, e.g., taste, quality, price and health perception. Main result: A high level of complexity (naturalistic illustration) seems to be an indicational factor which leads to intense taste perception and supports corresponding associations, thereby underlining the need to consider visual complexity as a yet understudied crucial factor in achieving greater insights into suitable label/ logo design guidelines. The eco-label effect showed its robustness over the judgemental dimensions of an eco-labelled product, and it underlines the role of stereotyped thinking about (healthy) products on a rather intrinsic basis. The results of the present study add new insights to inspire further empirical studies and practical areas in the field of organic and healthy food choices. There occur to exist various extrinsic attributes that have not been considered yet but may influence implicit and affective evaluation of (healthy) products; especially with regard to visual complexity.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/80231
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