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Article

The Effect of an Evaluative Label on Consumer Perception of Cheeses in Hungary

1
Institute of Marketing and Commerce, Faculty of Economics and Business, University of Debrecen, Böszörményi Str. 138, 4032 Debrecen, Hungary
2
Institute of Sectorial Economics and Methodology, Faculty of Economics and Business, University of Debrecen, Böszörményi Str. 138, 4032 Debrecen, Hungary
*
Author to whom correspondence should be addressed.
Foods 2020, 9(5), 563; https://doi.org/10.3390/foods9050563
Received: 9 March 2020 / Revised: 16 April 2020 / Accepted: 18 April 2020 / Published: 2 May 2020
(This article belongs to the Special Issue How Visuals Affect Food Choice?)
Traditional strategies (such as education, economic incentives or prohibitions) targeted at altering dietary habits only influence health-conscious consumers. Less health-conscious consumers are less capable of self-regulatory behavior, therefore they are more likely to be influenced through perception. The present study aimed to examine how external cues such as labeling affect the consumer’s perception of foods. The paper includes a case study based on an experiment. In the experiment the same cheese was tested with four different types of labeling (labeled “conventional”, “low salt”, “low fat” and “low salt and low fat”). It was found that the health halo effect worked in the case of cheese testing. In spite of all the samples being identical, the healthy samples were associated with considerably less sensory pleasure. The use of labels by the producers resulted in exactly the opposite effect to that intended. The experiment confirmed the efficiency of the application of this type of behavior-oriented nudge. View Full-Text
Keywords: nudge; evaluative label; health-halo effect; consumer perception; cheese nudge; evaluative label; health-halo effect; consumer perception; cheese
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MDPI and ACS Style

Szakály, Z.; Soós, M.; Balsa-Budai, N.; Kovács, S.; Kontor, E. The Effect of an Evaluative Label on Consumer Perception of Cheeses in Hungary. Foods 2020, 9, 563. https://doi.org/10.3390/foods9050563

AMA Style

Szakály Z, Soós M, Balsa-Budai N, Kovács S, Kontor E. The Effect of an Evaluative Label on Consumer Perception of Cheeses in Hungary. Foods. 2020; 9(5):563. https://doi.org/10.3390/foods9050563

Chicago/Turabian Style

Szakály, Zoltán, Mihály Soós, Nikolett Balsa-Budai, Sándor Kovács, and Enikő Kontor. 2020. "The Effect of an Evaluative Label on Consumer Perception of Cheeses in Hungary" Foods 9, no. 5: 563. https://doi.org/10.3390/foods9050563

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