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

  • Heiman, Amir
  • Lowengart, Oded
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    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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    File URL: http://www.sciencedirect.com/science/article/B6VC0-50H7D8K-2/2/9f474b8acb2b2652b073673f754838bf
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    Article provided by Elsevier in its journal Journal of Econometrics.

    Volume (Year): 162 (2011)
    Issue (Month): 1 (May)
    Pages: 140-147

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    Handle: RePEc:eee:econom:v:162:y:2011:i:1:p:140-147
    Contact details of provider: Web page: http://www.elsevier.com/locate/jeconom

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    1. Coupey, Eloise, 1994. " Restructuring: Constructive Processing of Information Displays in Consumer Choice," Journal of Consumer Research, University of Chicago Press, vol. 21(1), pages 83-99, June.
    2. Alba, Joseph W & Hutchinson, J Wesley, 2000. " Knowledge Calibration: What Consumers Know and What They Think They Know," Journal of Consumer Research, University of Chicago Press, vol. 27(2), pages 123-56, September.
    3. Timothy J. Gilbride & Greg M. Allenby, 2004. "A Choice Model with Conjunctive, Disjunctive, and Compensatory Screening Rules," Marketing Science, INFORMS, vol. 23(3), pages 391-406, October.
    4. Bettman, James R & Luce, Mary Frances & Payne, John W, 1998. " Constructive Consumer Choice Processes," Journal of Consumer Research, University of Chicago Press, vol. 25(3), pages 187-217, December.
    5. Rajeev Kohli & Kamel Jedidi, 2007. "Representation and Inference of Lexicographic Preference Models and Their Variants," Marketing Science, INFORMS, vol. 26(3), pages 380-399, 05-06.
    6. Peter M. Guadagni & John D. C. Little, 1983. "A Logit Model of Brand Choice Calibrated on Scanner Data," Marketing Science, INFORMS, vol. 2(3), pages 203-238.
    7. Ofir, Chezy, 1988. "Pseudodiagnosticity in judgment under uncertainty," Organizational Behavior and Human Decision Processes, Elsevier, vol. 42(3), pages 343-363, December.
    8. Hauser, John R & Wernerfelt, Birger, 1990. " An Evaluation Cost Model of Consideration Sets," Journal of Consumer Research, University of Chicago Press, vol. 16(4), pages 393-408, March.
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