Residential College | false |
Status | 已發表Published |
Placebo effect in food marketing: young consumers' perception of food healthiness and tastiness in reduced-sugar labeling | |
Huang, Li1,2; Song, Xi2,3; Liu, Matthew Tingchi2; Chang, Wen yu5; Shi, Guicheng James4 | |
2024 | |
Source Publication | Asia Pacific Journal of Marketing and Logistics |
ABS Journal Level | 1 |
ISSN | 1355-5855 |
Volume | 36Issue:7Pages:1595-1615 |
Abstract | Purpose: The purpose of this study is to provide a nuanced understanding of the marketing placebo effect (MPE) of products with reduced sugar labeling and how it forms certain perceptual underpins (perceived healthiness (PH) and perceived tastiness (PT)), with the potential effect of product category and social class in consideration. Design/methodology/approach: The proposed model is tested using a sample of 822 participants by employing partial least squares structural equation modeling (PLS-SEM). Hypothetical relationships among MPE, PH, PT, purchase intention (PI) and social class are examined for both hedonic and utilitarian products. Findings: The results highlight the positive role of MPE in leveraging consumer PI through the parallel mediation of PH and PT. The positive effect of MPE on PH and PT was more pronounced for the utilitarian product. In addition, social class negatively moderated the relationship between PH and PI only in the case of the utilitarian product. Originality/value: This paper contributed to the MPE literature in the food industry by challenging the conventional intuition of “Unhealthy = Tasty” and highlighting the potential of perceived food healthiness to positively influence perceived food tastiness under the effect of MPE. An upper social class would attenuate the positive effect of perceived food healthiness on PI. |
Keyword | Health Communication Marketing Placebo Effect Perceived Healthiness Perceived Tastiness Promotions Management Reduced-sugar Labeling |
DOI | 10.1108/APJML-07-2023-0700 |
URL | View the original |
Indexed By | SSCI |
Language | 英語English |
WOS Research Area | Business & Economics |
WOS Subject | Business |
WOS ID | WOS:001140081500001 |
Publisher | EMERALD GROUP PUBLISHING LTDFloor 5, Northspring 21-23 Wellington Street, Leeds, W YORKSHIRE LS1 4DL, ENGLAND |
Scopus ID | 2-s2.0-85181939349 |
Fulltext Access | |
Citation statistics | |
Document Type | Journal article |
Collection | DEPARTMENT OF MANAGEMENT AND MARKETING DEPARTMENT OF COMMUNICATION |
Corresponding Author | Liu, Matthew Tingchi |
Affiliation | 1.Southern Medical University, Guangzhou, China 2.Faculty of Business Administration, University of Macau, Macao 3.Shenzhen University, Shenzhen, China 4.School of Business, Macau University of Science and Technology, Macao 5.Communication Department, University of Macau, Macao |
First Author Affilication | Faculty of Business Administration |
Corresponding Author Affilication | Faculty of Business Administration |
Recommended Citation GB/T 7714 | Huang, Li,Song, Xi,Liu, Matthew Tingchi,et al. Placebo effect in food marketing: young consumers' perception of food healthiness and tastiness in reduced-sugar labeling[J]. Asia Pacific Journal of Marketing and Logistics, 2024, 36(7), 1595-1615. |
APA | Huang, Li., Song, Xi., Liu, Matthew Tingchi., Chang, Wen yu., & Shi, Guicheng James (2024). Placebo effect in food marketing: young consumers' perception of food healthiness and tastiness in reduced-sugar labeling. Asia Pacific Journal of Marketing and Logistics, 36(7), 1595-1615. |
MLA | Huang, Li,et al."Placebo effect in food marketing: young consumers' perception of food healthiness and tastiness in reduced-sugar labeling".Asia Pacific Journal of Marketing and Logistics 36.7(2024):1595-1615. |
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