More and more information labels appear on the front of food packages, increasing the complexity of consumer decision-making and enhancing consumer scepticism toward food labels. It is important to evaluate the efficacy of information communicated to consumers. The experimental study among 209 Dutch consumers compared the effect of health and hedonic labels on consumer scepticism toward the labels and consumer responses to food products (apple juice and a chocolate cookie) under three presentation conditions (visual, visual-tactile and multisensory). The results demonstrated that consumers were more sceptical toward the hedonic label than toward the health label. The influence of consumer scepticism on product experience, product evaluation and purchase intention varied for different product categories. For a hedonic product (a chocolate cookie), the hedonic label had a more positive effect on consumer responses compared to the health label. The results also showed that the multisensory presentation reduced scepticism and enhanced product evaluation for the hedonic product compared to the visual and tactile presentations. The results suggest that multisensory experience may alter consumer scepticism toward food labels and thus product evaluation and consumer choice. Our findings can be useful for food manufacturers and policy makers in evaluating the efficacy of food labels and information presented on food packages.
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De hoofdvraag van dit onderzoek is samen met diverse organisaties binnen het duurzaamheidsdomein ontwikkeld en verwoord als: “Welke creatieve methoden kunnen ontwikkeld worden om de willingness to pay voor duurzame voedingsproducten bij consumenten te verhogen?”
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Purpose – Information verification is an important factor in commercial valuation practice.Valuers use their professional autonomy to decide on the level of verification required, thereby creating an opportunity for client-related judgement bias in valuation. The purpose of this paper is to assess the manifestation of client attachment risks in information verification. Design/methodology/approach – A case-based questionnaire was used to retrieve data from 290 commercial valuation professionals in the Netherlands, providing a 15 per cent response rate of the Dutch commercial valuation population. Descriptive and inferential statistics have been used to test research hypotheses involving relations between information verification and professional features that may indicate client attachment such as an executive job level and brokerage experience. Findings – The results reveal that valuers acting at partner level within their organisation obtain lower scores on information verification compared to lower-ranked valuers. Also, brokerage experience correlates negatively to information verification of valuation professionals. Both findings have statistical significance. Research limitations/implications – The results reflect valuers’ reasoning behaviour rather than actual behaviour. Replication of findings through experimental design will contribute to research validity. Practical implications – Maintaining close client contact in a competitive environment is important for business continuity yet may foster client attachment.The associated downside risks in valuation practice call for higher awareness of (subconscious) client influence and the development of attitudinal scepticism in valuer training programmes. Originality/value – This paper is one of the few that explore possible sources of valuer judgement bias by relating client-friendly valuer features to a key area of valuation i.e. information verification.
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