Consumer susceptibility to front-of-package (FOP) food labeling: Scale development and validation.

Current research in food science has explored the influence of front-of-package (FOP) labeling systems on consumer decision-making, yielding mixed results. We suggest that these inconsistent findings regarding FOP labeling effectiveness stem from a failure to consider a pivotal individual-level variable: consumer susceptibility to FOP labeling (CSFL). In the present research, we define this focal construct and develop and psychometrically validate a seven-item instrument that captures the construct across six studies (N = 1134). The current research may assist in segmenting consumers based on their susceptibility to FOP labeling, thereby facilitating the creation of targeted interventions tailored to this individual difference. Notably, the CSFL scale is positively correlated with consumers' willingness to purchase food items with genuine, third-party FOP labels, but not products lacking labels or products with fictitious FOP labels. This supports the predictive validity of the scale in determining important consumption-related outcomes.

Information, ingestion, and impulsivity: The impact of technology-enabled healthy food labels on online grocery shopping in impulsive and non-impulsive consumers.

Introduction: Unhealthy food consumption is a problem for society, companies, and consumers. This study aims to contribute to knowledge regarding such issues by investigating how technology-enabled healthy food labels can impact food choice in an online grocery store context. We conceptualized unhealthy and healthy food choice as a matter of impulsivity problems. Three technology-enabled healthy food labels were derived based on variables that might impact self-control, and their influence on food choice was investigated. Methods: The empirical study consisted of three parts. In the first part, participants' impulsivity was measured using an adjusting delay task. Part two investigated the effects of self-monitoring, pre-commitment, and social comparison-based technology-enabled healthy food labels on food choice in a hypothetical online grocery shopping setting using a choice-based conjoint experiment. Lastly, in the third part, three where demographical questions were asked. Results: The results (n = 405) show that self-monitoring, pre-commitment, and social comparison-based technology-enabled healthy food labels had the most to least impact on food choice in that order. Furthermore, the results indicate that self-monitoring and pre-commitment labels had more impact on the choice for impulsive compared to non-impulsive participants. Similarly, the results indicate that social comparison had more impact on choice for non-impulsive participants. These findings suggest that self-monitoring of previous healthy food choices might be more effective than pre-commitment based on discounts for healthy food products. However, these differences were minor. Discussion: This finding has managerial implications as grocery stores might increase their revenue by introducing self-monitoring labels in an online grocery shopping setting. Future research should investigate these technology-enabled healthy food labels in natural food purchase settings.

Analyzing motivating functions of consumer behavior: Evidence from attention and neural responses to choices and consumption.

Academia and business have shown an increased interest in using neurophysiological methods, such as eye-tracking and electroencephalography (EEG), to assess consumer motivation. The current research contributes to this literature by verifying whether these methods can predict the effects of antecedent events as motivating functions of attention, neural responses, choice, and consumption. Antecedent motivational factors are discussed, with a specific focus on deprivation as such a situational factor. Thirty-two participants were randomly assigned to the experimental and control conditions. Water deprivation of 11-12 h was used as an establishing operation to increase the reinforcing effectiveness of water. We designed three experimental sessions to capture the complexity of the relationship between antecedents and consumer behavior. Experimental manipulations in session 1 established the effectiveness of water for the experimental group and abolished it for the control group. Results from session 2 show that participants in the experimental group had significantly higher average fixation duration for the image of water. Their frontal asymmetry did not provide significant evidence of greater left frontal activation toward the water image. Session 3 demonstrated that choice and consumption behavior of the relevant reinforcer was significantly higher for participants in the experimental group. These early findings highlight the potential application of a multi-method approach using neurophysiological tools in consumer research, which provides a comprehensive picture of the functional relationship between motivating events, behavior (attention, neural responses, choice, and consumption), and consequences.

Naturally green, irrationally lean: How background scenery affects calorie judgments.

Extant research has found that the addition of vegetables to a meal induces a "health halo," thereby lowering the perceived calorie content of the entire dish. We investigated whether environmental stimuli that convey naturalness could trigger such a halo effect. Specifically, we tested whether meals accompanied by a natural, as opposed to an urban, background scenery were estimated to be lower in their calorie content and whether this effect was moderated by the perceived healthiness of the food alternatives. In a mixed (between-within-subjects) design experiment, 200 participants estimated the calorie content and rated the healthiness of 18 complex meals presented against either a natural or an urban background. Our results showed no main effect of the food rating background. However, there was a negative relationship between inferred food healthiness and the estimated calorie content of the meals. In addition, we found a significant interaction between food rating background and inferred healthiness of the evaluated food alternatives. Specifically, when participants evaluated meals against a natural background, they rated relatively unhealthy food alternatives as lower in calories than when they evaluated such alternatives against an urban background. Overall, our results highlight the moderating role of perceived food healthiness in studying the effects of environmental cues on consumers' calorie judgments.

The relative impact of health communication conveyed via quick response codes: A conjoint experiment among young thai consumers doing grocery shopping.

This paper explores the impact of health communication using smartphones and the outcome of healthier purchases when young Thai consumers shop for groceries. A conjoint experiment was arranged whereby participants (n = 214) purchased grocery using information conveyed via quick response (QR) codes. Results show that a healthy food label, and a good consumer rating on the food's health, evoked the consumers' tendencies towards interacting with a smartphone in the purchasing situation. In addition, likelihood of buying increased. Further simulations revealed that health communication conveyed via QR codes can be a good investment for brands to increase healthier purchases.

Environmental cues for healthy food marketing: The importance of in-store research into three conversions.

Since retailers control the space where consumers tend to make the vast majority of their food purchase decisions, they can take measures to promote healthy living. Increasing relative sales of healthy food can contribute to the ongoing battle against preventable lifestyle diseases. We show how retailers can use impression management and environmental cues in their stores to influence consumers' sales responses to healthy food. This paper advocates in-store research in this realm and introduces three consumer behavior levels - reaching, stopping/holding, and closing the sale - as micro-conversions when retailers use impression management on their consumers. We showcase impression management at each conversion level by testing the effects of placing healthy and unhealthy food items on a floor display in the store area with the most traffic, with or without background music and an advertisement. The results demonstrate that a healthy food product can outperform the sales of popular unhealthy foods. The floor display, for example, increased the sales of the targeted "healthy product" by 570% on average during the intervention periods, compared with the baseline. We discuss the importance of in-store research into three conversions to enable further development of impression management and the use of environmental cues for healthy food promotion.

Development and psychometric evaluation of the Anticipated Food Scarcity Scale (AFSS).

Mass media extensively inform societies about events threatening the global food supply (e.g., pandemics or Brexit). Consumers exposed to such communication may perceive food resources as becoming scarcer. In line with an evolutionary account, these perceptions can shift decision-making in domains such as food preferences or prosociality. However, existing literature has solely focused on actual and past food insecurity experiences threatening mostly low-income families, thus neglecting the future-oriented perceptions among the general population. This paper broadens the food insecurity research scope by developing a new construct-anticipated food scarcity (AFS)-which is defined as the perception that food resources are becoming less available (in the future). We have developed and psychometrically validated the 8-item Anticipated Food Scarcity Scale (AFSS) in eight studies (N = 1333). The 8-item AFSS is unidimensional and has good psychometric qualities. The scale is sensitive to food scarcity cues and, therefore, can be used in experimental research. Moreover, its relatively narrow set of items makes it an exceptionally potent tool for use in online surveys, field settings, and lab studies. Taken together, the AFSS presents an alternative approach to food scarcity measurement in affluent societies and, consequently, can foster novel research on food waste, prosocial behaviors, and other similar topic areas.

The Marketing Firm and the Consumer Organization: A Comparative Analysis With Special Reference to Charitable Organizations.

The accurate delineation of various forms of business organization requires a comparative analysis of their objectives, functions, and organizational structures. In particular, this paper highlights differences in managerial work between business firms and non-profits exemplified by the charitable organization. It adopts as its template the theory of the marketing firm, a depiction of the modern corporation as it responds to the imperatives of customer-oriented management, namely consumer discretion and consumer sophistication. It describes in §2 the essentials of the theory and its basis in consumer behavior analysis, and outlines its unique position as the organization responsible for marketing transactions, based on objective exchange, competitive markets and prices, and the deployment of the entire marketing mix. §3 deals in greater depth with the objective, strategic functions, and organization of the marketing firm in terms of the concepts of metacontingency and bilateral contingency. §4 discusses how the marketing firm differs from charities in terms of goal separation, market-based pricing and competition, the entrepreneurial (strategic) process, the pursuit of customer-oriented management, and organizational structure. Particular attention is accorded the organizational differences between marketing firms and charities, which arise as a direct consequence of the distinct patterns of contingency they entail. §5 discusses the implications of the foregoing analysis and draws appropriate conclusions.

An Introduction to the Special Section on "Health, Technology, & Behavior Science".

This special section of the Perspectives on Behavior Science focuses on health, technology, and behavior science. The aim is to provide reviews and empirical research that integrates the latest technological innovations and behavior science. The selected articles are categorized into contributions in which technology is used to study health-related behavior and articles on the use of technology to deliver health behavior interventions. The contributors in this special section demonstrate that behavior science can aid an understanding of why people do or do not engage in a healthy lifestyle and help identify what is needed to design a successful health behavior intervention through the use of technology.

Online Healthy Food Experiments: Capturing Complexity by Using Choice-Based Conjoint Analysis.

The impact of complex environmental factors on consumer choices and preferences can be analyzed through the prism of consumer behavior analysis, whereas variations of marketing attributes and their impact on choice can be measured using conjoint analysis. Considering the case of the constantly growing online food selections, we discuss choice-based conjoint analysis and explore the opportunities for behavior analysts to examine the interrelationships of multiple variables and socially important choice settings, and to promote desired behaviors. We show a few examples of using trade-off analyses in online food retail to understand consumer behavior with respect to healthy food items. As demonstrated in these examples based on our own pilot research, conjoint analysis can be used for complex behavior-that which is not amenable directly to an experimental analysis-or as an efficient initial step before moving into further experiments or analyses using biometrics (e.g., eye-tracking) or web analytics conducted in different settings such as e-commerce, e-mail, social media, or on mobile platforms. This paper summarizes the personalized, data driven economic analysis that is possible with a choice-based conjoint analysis.

The Use of Observational Technology to Study In-Store Behavior: Consumer Choice, Video Surveillance, and Retail Analytics.

The store is the main laboratory for in-store experimental analysis. This article provides an introduction to a research program aimed at improving research practices in this laboratory, particularly emphasizing the importance of behavioral data and the new opportunities that technology offers. This complex modern-day Skinner box has sets of well-studied stimuli-behavior interactions that constantly adapt to the latest economic environment and as such constantly stretch the boundaries of behavioral analytic theory. However, the retail setting is highly important to applied behavior analysis for such issues as health, debt, environmental conservation, animal welfare, self-control, and consumer protection in general. This article presents a research strategy that emphasizes key environmental touch points throughout the customer journey in grocery retailing. We highlight the latest development by examining a particular research case and discussing the need for behavioral economic understanding of the start of the grocery journey, that is, the consumer choice of in-store product carrying equipment (e.g., cart, basket, or nothing). The conceptual system consists of a molecular four-term contingency framework as well as a more molar approach with conversion-rate modeling, where actual choice behavior is detected through video surveillance. The data are analyzed using a Shopper Flow© Tracking System in which software is designed to provide automatic data on shopper behavior and to assist human observers in tracking individual shopping trips. We discuss behavioral classifications, methodology, and implications related to the data from consumer tracking efforts.

Drug use as consumer behavior.

Seeking integration of drug consumption research by a theory of memory function and emphasizing drug consumption rather than addiction, Müller & Schumann (M&S) treat drug self-administration as part of a general pattern of consumption. This insight is located within a more comprehensive framework for understanding drug use as consumer behavior that explicates the reinforcement contingencies associated with modes of drug consumption.

On the tautology of the matching law in consumer behavior analysis.

Matching analysis has often attracted the criticism that it is formally tautological and hence empirically unfalsifiable, a problem that particularly affects translational attempts to extend behavior analysis into new areas. An example is consumer behavior analysis where application of matching in natural settings requires the inference of ratio-based relationships between amount purchased and amount spent. This gives rise to the argument that matching is an artifact of the way in which the alleged independent and dependent variables are defined and measured. We argue that the amount matching law would be tautological only in extreme circumstances (those in which prices or quantities move strictly in proportion); this is because of the presence of an error term in the matching function which arises from aggregation, particularly aggregation over brands. Cost matching is a viable complement of amount matching which avoids this tautology but a complete explanation of consumer choice requires a viable measure of amount matching also. This necessitates a more general solution to the problem of tautology in matching. In general, the fact that there remain doubts about the functional form of the matching equation itself implies the absence of a tautology. In proposing a general solution to the problem of assumed tautology in matching, the paper notes the experiences of matching researchers in another translation field, sports behavior.

Brand placement and consumer choice: an in-store experiment.

An in-store experiment was performed to investigate the effects of shelf placement (high, middle, low) on consumers' purchases of potato chips. Placement of potato chips on the middle shelf was associated with the highest percentage of purchases. The results confirm the importance of item placement as a factor in consumers' buying behavior.