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The effects of information about health hazards in food on consumers' choice process

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  • Heiman, Amir
  • Lowengart, Oded

Abstract

This study examines the effects of context (health hazard), direction (positive versus negative) and intensity of information about health hazards on consumers' choice processes. We propose that choice of frequently purchased food commodities, ceteris paribus, is based on a single dimension--taste. We develop a set of hypotheses regarding the type of choice process to be employed in various information types and empirically test them in a field experiment design. Our results indicate that a single-dimension choice process is employed under a nonsevere message and a multidimensional process under high-intensity negative information.

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  • Heiman, Amir & Lowengart, Oded, 2011. "The effects of information about health hazards in food on consumers' choice process," Journal of Econometrics, Elsevier, vol. 162(1), pages 140-147, May.
    • Handle: RePEc:eee:econom:v:162:y:2011:i:1:p:140-147
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    Cited by:

    1. Costanigro, Marco & Kroll, Stephan & Thilmany, Dawn D., 2012. "Local, Organic, Conventional— Asymmetric Effects of Information and Taste on Label Preferences in an Experimental Auction," 2012 AAEA/EAAE Food Environment Symposium 123199, Agricultural and Applied Economics Association.
    2. Olga Untilov & Stéphane Ganassali, 2020. "Product‐harm science communication: The halo effect and its moderators," Post-Print hal-02957579, HAL.
    3. Heiman, Amir & Lowengart, Oded, 2014. "Calorie information effects on consumers' food choices: Sources of observed gender heterogeneity," Journal of Business Research, Elsevier, vol. 67(5), pages 964-973.
    4. Olga Untilov & Stéphane Ganassali, 2020. "Product‐harm science communication: The halo effect and its moderators," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(3), pages 1002-1027, September.
    5. Sanjoy Ghose & Amir Heiman & Oded Lowengart, 2017. "Isolating strategy effectiveness of brands in an emerging market: A choice modeling approach," Journal of Brand Management, Palgrave Macmillan, vol. 24(2), pages 161-177, March.

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