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Does The Number Of Ingredients Depicted On Food Packaging Impact Information Processing, Mental Taste Imagery And Product Choice?
[L'Impact Du Nombre D'Ingredients Sur Le Traitement De L'Information, L'Imagerie Mentale De La Saveur Et Le Choix Du Produit ?]

Author

Listed:
  • Fanny Thomas

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Sonia Capelli

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

Dans un contexte fortement concurrentiel des produits alimentaires en supermarchés, les consommateurs ont des difficultés à traiter en profondeur les informations mentionnées sur un packaging. Cette recherche examine comment le nombre d'ingrédients représentés sur les packagings a une incidence sur l'évaluation du produit, en fonction de la capacité des consommateurs à traiter l'information. Une première étude révèle que, sous forte charge cognitive, les packagings illustrés avec plusieurs ingrédients induisent plus d'imagerie mentale de la saveur, favorisant une augmentation de l'intention d'achat. Dans une deuxième étude, il est montré que les consommateurs ayant un besoin de cognition fort et sous forte charge cognitive, le packaging sans ingrédients illustrés, est préféré lorsque les consommateurs sont motivés par la faim. En l'absence de charge cognitive, l'information est traitée centralement et l'évaluation ne dépend pas du nombre d'ingrédients représentés sur le packaging.

Suggested Citation

  • Fanny Thomas & Sonia Capelli, 2017. "Does The Number Of Ingredients Depicted On Food Packaging Impact Information Processing, Mental Taste Imagery And Product Choice? [L'Impact Du Nombre D'Ingredients Sur Le Traitement De L'Informatio," Post-Print halshs-01654160, HAL.
    • Handle: RePEc:hal:journl:halshs-01654160
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-01654160
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    References listed on IDEAS

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    1. Gaëlle Pantin-Sohier & Caroline Lancelot Miltgen, 2012. "L'impact des stimuli informationnels d'un nouveau produit alimentaire sur les réactions affectives et cognitives du consommateur," Post-Print hal-01117036, HAL.
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    4. Céline Gallen, 2005. "Le rôle des représentations mentales dans le processus de choix, une approche pluridisciplinaire appliquée au cas des produits alimentaires," Post-Print hal-02023674, HAL.
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