Are Consumers as Constrained as Hens are Confined? Brain Activations and Behavioral Choices after Informational Influence

In 2008, California passed Proposition 2, specifying confinement space for certain farm animals. Proposition 2 went into full effect January 2015 and has significant implications for egg production in California and possibly even interstate commerce. We examined the influence of promotional videos aired during the campaign on consumers’ willingness-to-pay for eggs produced in a more open production system (i.e., cage-free, free range) and corresponding neurofunctional activations during decisions. Forty-six participants (24 females), aged 18–55 years (M=29.65), were enrolled and performed a food decision-making task during fMRI scanning. In each decision, two options of identical one dozen cartons of eggs were presented simultaneously. Below each option were two attributes, describing price and production method. Cage free and free-range eggs were more expensive, at varying degrees. Participants were randomized to one of three 30-second video groups: pro-Proposition 2, anti-Proposition 2, and a Neutral flowing stream. Based on a whole brain analysis, participants in the pro-Proposition 2 video group (N=16) demonstrated significantly greater activations post-video compared to pre-video in left insular cortex and right occipital cortex. This change in insula activity may be indicative of increased social risk involved with the purchase of closed production method eggs, driving participants to increase their percentage of decisions to purchase the higher priced, open-method eggs. It is possible that the insula activation indicates that consumers are constrained to choosing the eggs produced under open-cage production methods, after viewing advertisements advocating for Proposition 2

Verbal labels selectively bias brain responses to high-energy foods.

The influence of external factors on food preferences and choices is poorly understood. Knowing which and how food-external cues impact the sensory processing and cognitive valuation of food would provide a strong benefit toward a more integrative understanding of food intake behavior and potential means of interfering with deviant eating patterns to avoid detrimental health consequences for individuals in the long run. We investigated whether written labels with positive and negative (as opposed to 'neutral') valence differentially modulate the spatio-temporal brain dynamics in response to the subsequent viewing of high- and low-energetic food images. Electrical neuroimaging analyses were applied to visual evoked potentials (VEPs) from 20 normal-weight participants. VEPs and source estimations in response to high- and low- energy foods were differentially affected by the valence of preceding word labels over the ~260-300 ms post-stimulus period. These effects were only observed when high-energy foods were preceded by labels with positive valence. Neural sources in occipital as well as posterior, frontal, insular and cingulate regions were down-regulated. These findings favor cognitive-affective influences especially on the visual responses to high-energetic food cues, potentially indicating decreases in cognitive control and goal-adaptive behavior. Inverse correlations between insular activity and effectiveness in food classification further indicate that this down-regulation directly impacts food-related behavior

THE MEANING OF THE ORGANIC CERTIFICATION SEAL FOR THE CONSUMER: A CLUSTER ANALYSIS

Academia has been analyzing organic certification labels for at least 10 years, with emphasis on their importance and level of knowledge. However, little has been written about the associations and meanings they have for consumers. This article aims to study this meaning through a quantitative research, survey type, with 388 respondents. The data were analyzed through a cluster analysis which revealed the existence of three customer groups, according to the meaning assigned to the labels. The three segments were called “Greeners”, “GMO-Freers” and “Don’t Carers”. The first group, the “Greeners”, is the largest (46.6%), and brings greater association with the meanings “sustainable agriculture” and “environmentally friendly” and is associated with older people. The second, the “GMO-Freers”, presents closer association with the meaning “It does not make use of genetically modified/transgenic seeds” and is related to people who have already done post-graduation courses (24.7% of respondents). Finally, the third, “Don’t Carers”, (28.7%), shows lower association to the label’s meanings in general, and is also more concentrated in an elite group of consumers. The research comes to the conclusion that the label’s meanings may change according to different consumer profiles. On theoretical grounds the present study fills a gap in the literature in a way that it deepens a first analysis of the label’s meaning, by reaching a second level of consumer attributions, and revealing the need for understanding this meaning among different groups. Based on the consumer behavior model presented by Kotler and Keller (2012), it is possible to show how consumers’ psychological aspects can be influenced by social characteristics in the way the groups perceive organic labels. The practical contributions to manufacturers and certifying agencies of organic products are also discusse

How consumer ethnocentrism modulates neural processing of domestic and foreign products: A neuroimaging study

Consumer services literature offers substantial evidence that ethnocentric consumers tend to prefer domestic over foreign products. Yet no research to date has delved into the question how consumer ethnocentrism (CE) modulates the neural processing of products. This is the first study resorting to neuroimaging to explore to what extent CE levels affect the processing of domestic (Spain) and foreign (USA and China) products. The brain data yielded by neuroimaging reveal that highly ethnocentric consumers experience a greater degree of activation in brain regions linked to self-reference and reward when processing domestic products and a greater activation in brain regions related to risk in the case of foreign products.2018-1

Environmental-friendly Eco-labeling Matters: Evidences From an ERPs Study

Nowadays, the international community is becoming increasingly concerned about the sustainable utilization of natural resources. In order to protect the environment and reward sustainable practices, eco-labeling that signifies the environmental friendliness of the labeled food is already widely promoted in many regions around the world. Thus, it is of great importance for researchers to study consumers’ attitudes toward eco-labeled food as food is supposed to satisfy consumers’ needs. This study employed the event-related potentials (ERPs) approach to investigate consumers’ attitudes toward eco-labeled food by comparing their neural processing of visual stimuli depicting eco-labeled and non-labeled food. Our results showed that behaviorally, participants preferred to buy eco-labeled food rather than non-labeled one. At the neural level, we observed markedly smaller P2 and N2 amplitudes when pictures of eco-labeled food were presented. Furthermore, we also found that amplitudes of P2 were negatively correlated with participants’ purchase intention. Therefore, our current findings suggest that, while the environmental-friendly eco-labeling was not to one’s own interests, it might still be evocative, which induce consumers’ positive emotion, bring less cognitive conflict to the purchase decision-making and then result in a greater purchasing intention. This effect might be the result of the delivered value of social desirability

Wahrnehmung und Einstellung argentinischer Konsumenten zu biologischen Lebensmitteln

Im Rahmen eines Forschungsaufenthaltes an der Universidad de Buenos Aires (UBA) wurde in Kooperation mit der Fakultät für Veterinärwissenschaften und dem Zentrum für Interdisziplinäre Wasserforschung (CETA) eine Befragung unter Studierenden und Mitarbeitenden (wissenschaftlichen und Verwaltungsmitarbeitern sowie Professoren) durchgeführt. Diese Befragung befasste sich inhaltlich mit Themen zur Einstellung argentinischer Konsumenten zu nachhaltigen und biologischen Lebensmitteln. Dabei spielte ebenfalls die Wahrnehmung dieser Lebensmittel anhand von Siegeln eine Rolle. Ferner wurden auch Fragen zum Bewusstsein für zertifizierte Produkte gestellt, das ein Präjudiz für ein spezifisches Einkaufsverhalten ist. Die in der Befragung genutzten Siegel erfreuen sich einer gewissen Beliebtheit, wobei sich die tatsächliche Wahrnehmung im Lebensmittelhandel davon unterscheidet und sich keine generelle Kaufbereitschaft der Konsumenten daraus ableiten lässt (siehe hierzu Terlau und Hirsch (2015) oder Padel und Foster (2005)). Interessant sind die Unterschiede zwischen männlichen und weiblichen Befragten in Bezug darauf, was ihnen bei ihren Lebensmitteln persönlich wichtig ist. Dies sind beispielsweise geschlechtsspezifische Ansichten zu Qualität und Frische beim Thema „Fleisch“. Die befragten Konsumenten sind sich hingegen weitgehend darüber einig, dass sie mit biologischen Lebensmitteln eine besondere Qualität verbinden und der Preis kein allgemeines Kaufhindernis darstellt. Dies gilt allerdings nur für Argentinien, während deutsche Konsumenten den Preis sehr wohl als kritischen Aspekt sehen. Verglichen mit dem Preisniveau für konventionelle Produkte ergibt sich jedoch für Konsumenten beider Länder eine ähnliche zusätzliche Zahlungsbereitschaft gegenüber einem konventionellen Produkt, sofern Lebensmittel ein entsprechendes Siegel tragen

Potencial da neuroeconomia para criação de estratégias de implementação de marketing e políticas ambientais

Orientador: Prof. Dr. João Carlos Garzel Leodoro da SilvaMonografia (especialização) - Universidade Federal do Paraná, Setor de Ciências Agrárias, Curso de Especialização MBA em Gestão AmbientalInclui referênciasResumo: A neuroeconomia é uma nova ciência emergente e multidisciplinar que engloba as neurociências, psicologia e economia comportamental, tendo mostrado grande potencial. Países como França, Reino Unido e Estados Unidos da América têm se utilizado dessa ciência para traçar estratégias para melhor abordar áreas como saúde pública e educação. Além do setor público, empresas tem utilizado de neuroeconomia para definir estratégias de marketing, avaliando variáveis como persuasão, novidade e atenção. Ao mesmo tempo, ao longo das últimas décadas tem sido observado um crescimento da preocupação com o ambiente. Termos como sustentabilidade e desenvolvimento sustentável tem se tornado corriqueiros. Empresas e governos têm investido cada vez mais em políticas públicas e estratégias para se tornarem sustentáveis e passar essa mensagem para o público. Apesar disso, ainda existem barreiras na hora de se comunicar com a população e implementar algumas políticas públicas. Partindo-se da hipótese de que a neuroeconomia pode abordar as dificuldades na área ambiental, o presente estudo propõe-se verificar como neuroeconomia pode colaborar de forma mais eficiente e eficaz a solução dos mesmos, avaliando principalmente os mecanismos por trás da tomada de decisões dos indivíduos e como eles interpretam as informações passadas pelas empresas e governo. Dessa forma, o presente trabalho tem por objetivo investigar o potencial da neuroeconomia para a implementação de marketing e políticas ambientais

Consumer Processing of Online Trust Signals: A Neuroimaging Study

The growth of online transactions coupled with the worldwide expansion of Internet-based information exchange has triggered fear, distrust and risk among online consumers. Despite the well-proven benefits to retailers when they include assurance services (online trust signals) such as seals of approval, rating systems or assurance statements in their websites, there is no consensus as the most trustworthy type. To fill this research gap, the current study reverts to neuroscience (fMRI) to compare the underlying brain mechanisms linked to each type. Twenty-nine subjects participated in an experiment simulating a low-involvement online purchase. The functional neuroimaging analysis reveals that seals of approval are the most trustworthy as they elicit activation of brain areas linked to reward and expected values. Although assurance statements reveal lower scores of trust than seals of approval, they do not arouse negative brain areas. By contrast, products accompanied by rating systems elicit brain areas linked to ambiguity, negativity and risk. Interestingly, more positive trust and purchase intentions toward seals of approval were predicted by the activation of value-computation areas, whereas higher scores of risk associated with rating systems were predicted by negative-related activations. These results offer invaluable insight into the psychological origin of trust conveyed to different types of online trust signals.2018-1

The Impact of the Organic Label Halo Effect on Consumers’ Quality Perceptions, Value-in-Use and Well-Being

Food well-being is an innovative field of research analysing the complex consequences of food intake on body and mind. In face of mounting civilization diseases and environmental challenges promoting healthy and sustainable diets is crucial. For consumers it is difficult however, to assess the healthiness and environmental friendliness of a product. Food labels, like the organic one, are therefore used as extrinsic cues to help customers distinguish between alternatives.  This paper analyses how the organic label biases consumers’ quality perception, a phenomenon that has been referred to as the organic label halo effect. It further intends to uncover the links between several quality dimensions and their consequences as reflected in value-in-use. Finally it aims to detect if those consequences ultimately lead to enhanced post-prandial wellbeing.  A quantitative study in an experimental canteen setting was conducted to answers those questions. Structural equation modelling (SEM) was applied to test the hypotheses. The results indicate a positive impact of the organic label halo effect on consumers’ quality perceptions in terms of health & safety, environmental friendliness & animal welfare as well as prestige. Those in turn were shown to positively influence on several value-in-use dimensions, including social, altruistic, functional and hedonic value. Finally, the latter two were significantly related to well-being.  Hence, this research shows that providing organic food in a canteen ultimately enhances consumer well-being through inferential beliefs on quality and value evoked by the label. The findings help to better understand the links between food consumption and subjective well-being and are therefore of interest for policy makers and researchers around the world.    Keywords: food well-being; organic label halo effect; value-in-use; perceived quality; extrinsic cues

Wissensstandsanalyse zum Verbraucher- und Ernährungsverhalten bei ökologischen Lebensmitteln mit Einbezug der Außer-Haus-Verpflegung

Die vorliegende Studie enthält einen umfassenden Überblick zur nationalen wie internationalen Verbraucherforschung für Öko-Lebensmittel. Insgesamt wurden 562 Publikationen basierend auf 338 wissenschaftlichen Studien aus dem Zeitraum Januar 2000 bis Juni 2011 zu den Themengebieten Determinanten des Verbraucherverhaltens, Verbrauchersegmentierung, Produkt-, Preis-, Kommunikations- und Distributionspolitik sowie Außer-Haus-Verzehr analysiert und hinsichtlich ihrer Datengrundlage und Methodik bewertet. Die Betrachtung der einschlägigen englisch- und deutschsprachigen Literatur lieferte Erkenntnisse zum Wissensstand über die Verbraucherforschung für Öko-Lebensmittel und ermöglichte die Identifizierung relevanter Forschungslücken für Deutschland, die richtungsweisend für die zukünftige Forschung ist. Insgesamt ergab sich eine hohe Publikationsdichte insbesondere in den letzten vier Jahren. Zu den zahlenmäßig am häufigsten behandelten Themengebieten gehören die Determinanten des Verbraucherverhaltens, die Produktpolitik sowie die Preispolitik. Dennoch sind auch hier viele gänzlich unbearbeitete Fragestellungen, bspw. zu den Geschmackspräferenzen unterschiedlicher Verbraucher-gruppen, zu umweltfreundlichen Verpackungen sowie zur Preiskenntnis und Preispsychologie des Konsumenten, zu finden. Darüber hinaus konnten innovative Aspekte der Trendforschung zum Thema Öko-Lebensmittel ausgemacht werden. Andere Themengebiete wie zum Beispiel Kommunikationspolitik und Außer-Haus-Verzehr sind bisher kaum untersucht. Die Status-Quo-Analyse wurde mit den Ergebnissen aus einer Online-Befragung und einem Experten-Workshop ergänzt, um die Relevanz der identifizierten Forschungslücken einzuschätzen und den Forschungsbedarf aus Praktiker- und Expertensicht zu ermitteln. Aus dieser umfassenden Analyse konnten konkret Empfehlungen für zukünftige Forschungsschwerpunkte in Deutschland abgeleitet werden