التفاصيل البيبلوغرافية
| العنوان: |
Can priming a healthy eating goal cause depleted consumers to prefer healthier snacks? |
| المؤلفون: |
Walsh, Darlene |
| المصدر: |
Journal of Consumer Marketing; 2014, Vol. 31 Issue 2, p126-132, 7p |
| مصطلحات موضوعية: |
PRIMING (Psychology), CONSUMER behavior research, OBESITY, FOOD habits research, SELF-control |
| مستخلص: |
Purpose – The purpose of this paper is to examine whether priming words related to a healthy eating goal can facilitate self-control among depleted people. Design/methodology/approach – A between-subject experimental design was employed, and participants were randomly assigned to conditions. Findings – Consistent with prior research, this research finds that depletion hurts self-control, and that priming words related to a healthy eating goal facilitates it. What is novel is that if people engage in an initial task that requires self-control (that is, if people are depleted), priming health-related words has no positive influence on self-control. Practical implications – Priming health-related words has no impact on preference when consumers are depleted; implying that marketers of healthy food products should place their product at the beginning of a consumer shopping experience, when resources are most available. In other words, the decision to associate a brand with health-related claims must be strategically coordinated with retail location decisions to maximize its effect on consumer choice. From a public policy perspective, there are some implications for grocery store layouts. For example, it may be argued that removing temptations near the entrance of a grocery store might allow consumers to conserve their effort, which may result in healthier choices. Originality/value – This research finds that priming consumers with health-related words can encourage healthy eating choices, but only when consumers have not already engaged in self-control. This is a new insight to theory (specifically, the depletion model and the theory of nonconscious goal priming), and provides an important contribution to a significant and timely issue (that is, how to prevent and reduce obesity). This paper presents relevant implications and concludes with a number of worthwhile future research ideas. [ABSTRACT FROM AUTHOR] |
|
Copyright of Journal of Consumer Marketing is the property of Emerald Publishing Limited and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| قاعدة البيانات: |
Complementary Index |
Full Text Finder