PurposeThis paper delves into evaluating the effectiveness of warning messages as a deterrent against excessive fat consumption. It examines how consumers perceive the fat content of food products when presented with two distinct label types: (1) a textual warning, providing succinct information about the fat content, and (2) a pictorial warning, offering a visual representation that immediately signifies the fat content.Design/methodology/approachTwo quantitative studies were carried out. Study 1 employed a questionnaire to evaluate the efficacy of textual and pictorial warning messages on high- and low-fat food products. Similarly, Study 2 replicated this comparison while incorporating a neuromarketing instrument to gauge participants' cerebral reactions.FindingsResults indicate that pictorial warnings on high-fat foods significantly deter consumers' purchasing intentions. Notably, these pictorial warnings stimulate the left prefrontal area of the cerebral cortex, inducing negative emotions in consumers and driving them away from high-fat food items.Originality/valueWhile the influence of images over text in shaping consumer decisions is well understood in marketing, this study accentuates the underlying mechanism of such an impact through the elicitation of negative emotions. By understanding this emotional pathway, the paper presents fresh academic and managerial perspectives, underscoring the potency of pictorial warnings in guiding consumers towards healthier food choices.Highlights Textual warnings do not seem to discourage high-fat product consumption.A pictorial warning represents the fat content of an equivalent product.Pictorial warnings decrease the intention to purchase a high-fat product.Pictorial warnings determine an increase in negative emotions.Highlights Textual warnings do not seem to discourage high-fat product consumption.A pictorial warning represents the fat content of an equivalent product.Pictorial warnings decrease the intention to purchase a high-fat product.Pictorial warnings determine an increase in negative emotions.

Effectiveness of pictorial warnings on food fat content: consumers’ perception and neurological responses

Piper, Luigi
;
Prete, Maria Irene;Mileti, Antonio;Guido, Gianluigi
2024-01-01

Abstract

PurposeThis paper delves into evaluating the effectiveness of warning messages as a deterrent against excessive fat consumption. It examines how consumers perceive the fat content of food products when presented with two distinct label types: (1) a textual warning, providing succinct information about the fat content, and (2) a pictorial warning, offering a visual representation that immediately signifies the fat content.Design/methodology/approachTwo quantitative studies were carried out. Study 1 employed a questionnaire to evaluate the efficacy of textual and pictorial warning messages on high- and low-fat food products. Similarly, Study 2 replicated this comparison while incorporating a neuromarketing instrument to gauge participants' cerebral reactions.FindingsResults indicate that pictorial warnings on high-fat foods significantly deter consumers' purchasing intentions. Notably, these pictorial warnings stimulate the left prefrontal area of the cerebral cortex, inducing negative emotions in consumers and driving them away from high-fat food items.Originality/valueWhile the influence of images over text in shaping consumer decisions is well understood in marketing, this study accentuates the underlying mechanism of such an impact through the elicitation of negative emotions. By understanding this emotional pathway, the paper presents fresh academic and managerial perspectives, underscoring the potency of pictorial warnings in guiding consumers towards healthier food choices.Highlights Textual warnings do not seem to discourage high-fat product consumption.A pictorial warning represents the fat content of an equivalent product.Pictorial warnings decrease the intention to purchase a high-fat product.Pictorial warnings determine an increase in negative emotions.Highlights Textual warnings do not seem to discourage high-fat product consumption.A pictorial warning represents the fat content of an equivalent product.Pictorial warnings decrease the intention to purchase a high-fat product.Pictorial warnings determine an increase in negative emotions.
File in questo prodotto:
File Dimensione Formato  
BFJ 2024.pdf

non disponibili

Licenza: Copyright dell'editore
Dimensione 1.44 MB
Formato Adobe PDF
1.44 MB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11587/515806
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 0
  • ???jsp.display-item.citation.isi??? 0
social impact