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The biasing effect of evocative attributes at the implicit and explicit level: The tradition halo and the industrial horn in food products evaluations

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  • Richetin, Juliette
  • Demartini, Eugenio
  • Gaviglio, Anna
  • Ricci, Elena Claire
  • Stranieri, Stefanella
  • Banterle, Alessandro
  • Perugini, Marco

Abstract

This contribution investigates the role of food product attributes on consumer choices focusing on different production processes, labeled as ‘traditional’ or ‘industrial’. More specifically, we aim at documenting a novel halo (positive) effect of the Tradition label versus a horn (negative) effect of the Industrial label on the implicit and explicit perceptions of healthiness and tastiness of a food product using an experimental design as well as potential moderation effects of pro-environmental beliefs. In four studies, we manipulated the label of two brands of cheese regarding their production process (Study 1 and Study 2: traditional vs. industrial, Study 3: traditional vs. no label, Study 4: industrial vs. no label) and we measured implicit (with SC-IAT in Study 1, SA-IAT in Study 2, and IAT in Study 3 & 4) and explicit (self-report) perceptions of healthiness and tastiness. Results showed a Tradition halo effect and an Industrial horn effect on explicit perceptions of tastiness and healthiness. Results on implicit perceptions of healthiness seem to depend to some extent on pro-environmental beliefs. Results suggest that tradition-labeled food should be introduced in conventional supermarkets instead of investing in the opening of new specialized stores.

Suggested Citation

  • Richetin, Juliette & Demartini, Eugenio & Gaviglio, Anna & Ricci, Elena Claire & Stranieri, Stefanella & Banterle, Alessandro & Perugini, Marco, 2021. "The biasing effect of evocative attributes at the implicit and explicit level: The tradition halo and the industrial horn in food products evaluations," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    • Handle: RePEc:eee:joreco:v:61:y:2021:i:c:s0969698918310816
    DOI: 10.1016/j.jretconser.2019.101890
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    References listed on IDEAS

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    1. Eric Luis Uhlmann & Anthony Greenwald & Andrew Poehlmann & Mahzarin Banaji, 2009. "Understanding and Using the Implicit Association Test: III. Meta-Analysis of Predictive Validity," Post-Print hal-00516146, HAL.
    2. Demartini, Eugenio & Ricci, Elena Claire & Mattavelli, Simone & Stranieri, Stefanella & Gaviglio, Anna & Banterle, Alessandro & Richetin, Juliette & Perugini, Marco, 2018. "Exploring Consumer Biased Evaluations: Halos Effects of Local Food and of Related Attributes," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 9(4), August.
    3. Kent D. Messer & Marco Costanigro & Harry M. Kaiser, 2017. "Labeling Food Processes: The Good, the Bad and the Ugly," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 39(3), pages 407-427.
    4. repec:cup:judgdm:v:5:y:2010:i:3:p:144-150 is not listed on IDEAS
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    Cited by:

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    2. Demartini, Eugenio & Vecchiato, Daniel & Finos, Livio & Mattavelli, Simone & Gaviglio, Anna, 2022. "Would you buy vegan meatballs? The policy issues around vegan and meat-sounding labelling of plant-based meat alternatives," Food Policy, Elsevier, vol. 111(C).

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