Learning from subsistence marketplaces and beyond: A cross-sectoral comparison in Benin

Subsistence Marketplaces publishes studies that study consumers, entrepreneurs, and marketplaces from a broad range of low income contexts in their own right, transcending the boundaries between sectors and disciplines to derive practically meaningful implications. This paper contributes to accomplishing the mission of the new journal by contextualizing market learning theory to subsistence marketplaces. More specifically, the study links two modes of market learning (exploration and exploitation) with producers’ livelihood performance. It hypothesizes that within subsistence marketplaces, producers benefit the most from exploration but to seize a market opportunity beyond the subsistence context, BoP producers should strengthen their exploitative learning processes. We use producer survey data from 389 producers from shrimp fishing and shea butter production, two sectors selected by the Beninese Government for their development potential. The sectors vary systematically in their level of high-income market integration. We employ item-response theory to develop measures that allow to formally compare the two sectors while paying respect to their contextual differences. The results show partial support and imply that development policies and corporate procurement should support BoP producers in strengthening the appropriate learning processes

The interplay between regulatory focus and temporal distance in the health context

Objectives: This study identifies how the interaction between temporal distance, regulatory focus, and framing of health outcomes affects individuals' intention to adopt a personalized nutrition service. Design: A 2 (temporal distance: immediate health outcomes vs. delayed health outcomes) × 2 (regulatory focus: prevention vs. promotion) × 2 (health outcome framing: illness prevention vs. health promotion) full-factorial between-subjects design. Methods: In two experiments with samples of 236 and 242 students, regulatory focus was manipulated by asking participants to describe which academic outcomes they want to either achieve or prevent and how they aim to do this. Temporal distance and health outcome framing were manipulated by modifying descriptions of personalized nutrition services. To study the process through which temporal distance, regulatory focus, and health outcome framing affect adoption intention, measures of perceived privacy risk and perceived personalization benefit were included as mediators. Results: The interaction between temporal distance and regulatory focus had a significant effect on adoption intention, perceived privacy risk, and perceived personalization benefit. For prevention-focused individuals' adoption intention was higher, perceived personalization benefit was higher, and perceived privacy risk was lower when health outcomes were immediate instead of delayed. These effects were not significant for promotion-focused individuals. Health outcome framing affected the interaction between temporal distance and regulatory focus, but only in Study 1. Only perceived personalization benefit served as a mediator. Conclusion: Tailoring temporal distance to individuals' regulatory focus increases adoption intention for personalized nutrition advice. Statement of contribution: What is already known on this subject? Intention to adopt dietary recommendations results from a cognitive decision-making process. Regulatory focus and temporal distance are relevant for the adoption of dietary recommendations. Temporal distance and regulatory focus are interrelated. What does this study add? The interaction between temporal distance and regulatory focus affects adoption intention. Interaction between temporal distance and regulatory focus moderates the cognitive process that drives adoption.</p

Tell me what you imagine and I will tell you what you want: The effects of mental simulation on desire and food choice

Many people struggle with the classical choice of eating a mouth-watering snack versus a healthier product. One of the reasons behind this is that unhealthier products are appealing for their direct gratification; they deliver pleasure. The present research investigates the effect of mental simulation as a relatively new strategy to possibly shift the balance between direct gratification and the consideration of longer-term benefits necessary to make healthier choices. Specifically we distinguish between imagining the consumption process versus the outcome of eating a specific product, hereafter referred to as mental simulations. In two studies, we show that participants under process simulation, i.e., imagining the process of eating, had a higher desire for the imagined product compared to a control condition, but in a choice task between a healthy and an unhealthier product, more people chose the unhealthier product over the healthier one. On the other hand, outcome simulation, i.e., imagining the outcome of eating, also generated a higher desire for the imagined product, but in this case people chose the healthier option. In terms of underlying process, we explored the role of valence of the imagined experience on desire for the imagined product. This is the first study giving insights into the processes that could be behind the impact of mental simulation on desire and food choices. Although the results are not conclusive, we propose that further research in attentional biases, and possibly emotional activation could enlighten the effect of mental simulation in food desires and choice between healthy and unhealthy alternatives.</p

The impact of a gradual healthier assortment among vocational schools participating in a school canteen programme : Evidence from sales and student survey data

Many adolescents have poor eating habits. As a major part of their caloric intake takes place at school, the present study aims to examine the effect of increasing the availability of healthier foods in school canteens on sales, student attitude and self-reported behaviour. A quasi-experimental study was carried out at two vocational schools in the Netherlands over a 10-month period, where the visible share of healthier products was gradually or abruptly increased from 60% to 80%. Outcome measures were sales data for healthier and less healthy foods and drinks in the canteens, as well as surveys. The proportion of healthier products sold increased from 31.1% during the baseline period to 35.9% in the final period. A gradual increase led to higher relative sales of healthier products (40%) than an abrupt change (34.5%). Survey data showed that students’ moderate satisfaction remained insensitive to the changes over time. Overall, results suggest that increasing the availability of healthier products in school canteens leads to small positive changes in sales of products, particularly in the product groups beverages and sandwiches. A gradual introduction may ensure that students slowly get used to assortment changes</p

Using product popularity to stimulate choice for light products in supermarkets: An examination in virtual reality

With the use of virtual reality, this study investigates the potential for popularity cues to stimulate consumers to choose healthier products (versus regular products) within product categories in a supermarket context. Popularity may increase perceived product quality and perceived certainty about that quality. Healthier alternatives (i.e., light products) within a category often have a taste disadvantage compared to regular counterparts as a result of their trimmed down nutrient profiles (low in fat, sugar or salt). Because consumers are more uncertain about the taste of these light products, a popularity cue may have a larger effect on product choice for these options than on the choice for regular products. This hypothesis is tested in an experiment using virtual reality to realistically display a supermarket context. In the main experiment, a sample of 300 consumers was asked to shop for specific groceries, using existing brands and products. The results demonstrate that consumers are more likely to choose light products when these are combined with a popularity cue. In contrast, the popularity cue did not affect choice for the regular alternatives. These results have important implications for research, and for public-policy makers and food retailers that aim to stimulate healthful consumption.</p

The price of sustainability: How consumers trade-off conventional packaging benefits against sustainability

Sustainable food packaging alternatives represent an ever-expanding trend on supermarkets' shelves. Despite the technological efforts, a higher sustainability level often comes at the expense of other (perceived) benefits which consumers might not want to sacrifice. While the balance between the benefits and drawbacks of “cleaner” packaging production is central to the designers’ perspective, it is generally overlooked in consumer research. This paper investigates how European consumers cope with product-packaging decisions, when these involve a compromise. Through an online survey with 5035 consumers in five different European countries, our results show that the sustainability appreciation can spill-over to other conventional benefits, such convenience, aesthetic quality or the perceived ability of the packaging to preserve the content. By contributing to sustainability literature and, in particular, to the understanding of the halo and spill-over effect of sustainability, this study shows that positive associations triggered by eco-design elements (e.g., a biodegradable and compostable material) absorb and filter out negative experiences, preventing consumers from perceiving certain drawbacks. This research also provides valuable practical implications to marketers and product designers, by demonstrating how different product categories, packaging types and consumer characteristics, in terms of gender, age, nationality, values and lifestyle, influence product-packaging decisions and their inherent trade-offs

Using product popularity to stimulate choice for light products in supermarkets: An examination in virtual reality

With the use of virtual reality, this study investigates the potential for popularity cues to stimulate consumers to choose healthier products (versus regular products) within product categories in a supermarket context. Popularity may increase perceived product quality and perceived certainty about that quality. Healthier alternatives (i.e., light products) within a category often have a taste disadvantage compared to regular counterparts as a result of their trimmed down nutrient profiles (low in fat, sugar or salt). Because consumers are more uncertain about the taste of these light products, a popularity cue may have a larger effect on product choice for these options than on the choice for regular products. This hypothesis is tested in an experiment using virtual reality to realistically display a supermarket context. In the main experiment, a sample of 300 consumers was asked to shop for specific groceries, using existing brands and products. The results demonstrate that consumers are more likely to choose light products when these are combined with a popularity cue. In contrast, the popularity cue did not affect choice for the regular alternatives. These results have important implications for research, and for public-policy makers and food retailers that aim to stimulate healthful consumption.</p

The Mechanisms of Social Norms' Influence on Consumer Decision Making : A Meta-Analysis

In the past decades, marketing practitioners have embraced social norms as a powerful instrument of influencing consumers' behavior. An important distinction has been made between descriptive norms (what most others do) and injunctive norms (what others approve of), and this meta-analysis across 297 studies examines the effects of these types of social norms on consumer decision-making processes. We argue that descriptive norms directly influence behavior, and consequently that their effect on behavior should be stronger than that of injunctive norms. Injunctive norms, by contrast, should be more strongly related to intentions than descriptive norms. Results of the meta-analysis support these predictions, and furthermore provide new insights into the moderating effects of aspects of the norm (specificity of the norm, norm source) and of the target person (gender, age).</p