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Effectiveness of pictorial warnings on food fat content: consumers’ perception and neurological responses
Ist Teil von
British food journal (1966), 2024-05, Vol.126 (6), p.2328-2348
Ort / Verlag
Bradford: Emerald Publishing Limited
Erscheinungsjahr
2024
Quelle
Emerald Management 200
Beschreibungen/Notizen
PurposeThis paper delves into evaluating the effectiveness of warning messages as a deterrent against excessive fat consumption. It examines how consumers perceive the fat content of food products when presented with two distinct label types: (1) a textual warning, providing succinct information about the fat content, and (2) a pictorial warning, offering a visual representation that immediately signifies the fat content.Design/methodology/approachTwo quantitative studies were carried out. Study 1 employed a questionnaire to evaluate the efficacy of textual and pictorial warning messages on high- and low-fat food products. Similarly, Study 2 replicated this comparison while incorporating a neuromarketing instrument to gauge participants’ cerebral reactions.FindingsResults indicate that pictorial warnings on high-fat foods significantly deter consumers’ purchasing intentions. Notably, these pictorial warnings stimulate the left prefrontal area of the cerebral cortex, inducing negative emotions in consumers and driving them away from high-fat food items.Originality/valueWhile the influence of images over text in shaping consumer decisions is well understood in marketing, this study accentuates the underlying mechanism of such an impact through the elicitation of negative emotions. By understanding this emotional pathway, the paper presents fresh academic and managerial perspectives, underscoring the potency of pictorial warnings in guiding consumers towards healthier food choices.Highlights Textual warnings do not seem to discourage high-fat product consumption.A pictorial warning represents the fat content of an equivalent product.Pictorial warnings decrease the intention to purchase a high-fat product.Pictorial warnings determine an increase in negative emotions.