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Colouring perception : emphasising attractiveness through packaging
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The strength model of self-regulation uses a muscle analogy to explain patterns of ego depletion, conservation of willpower, and improved performance after frequent exercise. Our 2007 overview of the literature has been well cited, presumably because of the phenomenon’s importance to theories of selfhood and a wide assortment of applied contexts, including problem behaviors. Some researchers have put forward rival theoretical accounts, and others have questioned the existence of the phenomenon. The weight of evidence continues to support the usefulness of the strength model, albeit amid continuing updates and revisions.
The purpose of the present study was to revise the Barratt Impulsiveness Scale Version 10 (BIS-10), identify the factor structure of the items among normals, and compare their scores on the revised form (BIS-11) with psychiatric inpatients and prison inmates. The scale was administered to 412 college undergraduates, 248 psychiatric inpatients, and 73 male prison inmates. Exploratory principal components analysis of the items identified six primary factors and three second-order factors. The three second-order factors were labeled Attentional Impulsiveness, Motor Impulsiveness, and Nonplanning Impulsiveness. Two of the three second-order factors identified in the BIS-11 were consistent with those proposed by Barratt (1985), but no cognitive impulsiveness component was identified per se. The results of the present study suggest that the total score of the BIS-11 is an internally consistent measure of impulsiveness and has potential clinical utility for measuring impulsiveness among selected patient and inmate populations.
Background:
Obesity has become a world-wide epidemic and is spreading to countries with emerging economies. Previously tested interventions are often too costly to maintain in the long term. This leaves a need for improved strategies for management of the epidemic. Nudge Theory presents a new collection of methods, deemed "nudges", which have the potential for low-cost and broad application to guide healthier lifestyle choices without the need for restrictive regulation. There has not yet been a large-scale examination of the effectiveness of nudges, despite several policy making bodies now considering their use.
Methods:
To address this gap in knowledge, an adapted systematic review methodology was used to collect and consolidate results from current Nudge papers and to determine whether Nudge strategies are successful in changing adults' dietary choices for healthier ones.
Results:
It was found that nudges resulted in an average 15.3 % increase in healthier dietary or nutritional choices, as measured by a change in frequency of healthy choices or a change in overall caloric consumption. All of the included studies were from wealthy nations, with a particular emphasis on the United States with 31 of 42 included experiments.
Conclusions:
This analysis demonstrates Nudge holds promise as a public health strategy to combat obesity. More research is needed in varied settings, however, and future studies should aim to replicate previous results in more geographically and socioeconomically diverse countries.
Package design influences consumers’ expectations of a product's sensory properties and expected healthiness and/or tastiness, and potentially also changes actual product perception during consumption. The robustness of these effects is far from clear, however. This study investigated the influence of package cues signalling either hedonic or healthy product properties on expectations and subsequent product evaluation over repeated consumption. In a between-subjects design, 92 participants evaluated product expectations and taste perceptions of a chocolate-sesame flavoured biscuit with a package emphasizing either its healthy (n = 44) or hedonic (n = 48) aspects, both at a central location (CLT) and during six home use tests (HUT), using both explicit (questionnaires) and implicit (IAT) measures. Package design significantly affected (p < 0.05) consumers’ expectations of the product. They expected the biscuit to be tastier, less attractive and less healthy in the hedonic package condition, and less tasty, more attractive and healthier in the healthy package condition. However, these effects did not transfer to actual product evaluations upon tasting, either blind or tasting in combination with viewing the package during the HUTs. Implicit attitudes did change as a result of repeated exposures, depending on the package consumers were provided with, indicating product-package interactions over time (p < 0.05). In conclusion, package design influences product expectations and associations with its healthiness and attractiveness, which is of relevance in product choice and purchase settings. However, at the stage of (repeated) consumption, intrinsic (sensory) properties become the dominant drivers of products’ sensory and hedonic evaluations, and the impact of package cues seems less potent.
Studies on the impact of nutritional information and labeling rarely consider lay beliefs regarding a food's healthiness, taste, and affordability. If lay beliefs such as “healthy food is expensive” and “unhealthy food is tasty” exist, then nutritional information may have unintended consequences. This study elicited health, taste, and price beliefs of 60 food items in three countries—the USA, China, and Korea—and we studied how these beliefs and purchase intentions change in response to exogenous health information. We found lay beliefs are not always true and identical across countries, and they depend on prior beliefs and information. When neutral or negative exogenous information about healthfulness was provided, USA and Korea consumers tend to consider healthier foods more expensive, but this was not the case with China consumers. Interestingly, despite the commonly asserted “tasty = unhealthy” lay belief, we tended to find positive relationships between perceived health and taste. We demonstrated the interconnectedness of beliefs by simulating the impacts of health information on purchase intentions under different assumptions about the relationship between taste, health, and affordability expectations.
Colour is perhaps the single most important element as far as the design of multisensory product packaging is concerned. It plays a key role in capturing the attention of the shopper in-store. A distinctive colour, or colour scheme, can also act as a valuable brand attribute (think here only of the signature colour schemes of Cadbury’s Dairy Milk chocolate). In many categories, though, colour is used to convey information to the consumer about a product’s sensory properties (e.g., taste or flavour, say), or else to prime other more abstract brand attributes (such as, for example, premium, natural, or healthy). However, packaging colour can also affect the customer’s product experience as well: Indeed, a growing body of empirical research now shows that packaging colour affects everything from the expected and perceived taste and flavour of food and beverage products through to the fragrance of home and personal care items. Packaging colour, then, plays a dominant role at several stages of the product experience.
The color of a product's metallic paper wrapper influences the expectations concerning the flavor of the product. These color-induced expectations are consistent with flavors associated with those colors (e.g., cherry-red) but vary somewhat with the product to be wrapped (e.g., a candy or beverage). Beverages wrapped in green were expected to have a lemon/lime flavor while candies wrapped in the same color were expected to have a mint flavor. Although flavor expectations were affected by the wrapper color there was no effect of the color of the wrapper on the identification of the flavor of a plain white spun sugar candy wrapped in the paper wrapper. The color of the wrapper also did not affect how much subjects liked the flavor of the candy or the rated intensity of the flavor or sweetness. There was also no difference among the colored wrappers in how appropriate they were judged to be for the candy. All colors were seen as, at best, “somewhat” appropriate. Subjects were more likely to report a candy as having a flavor consistent with the color of the candy than with the color of the paper it was wrapped in. This suggests that people's judgments and evaluations of a food stimulus is most strongly influenced by those aspects of the stimulus they perceive as being an integral part of the food (i.e., the color of the food rather than the color of the packaging).
Healthier foods (e.g. ‘light’ products with low fat or sugar content) often lead to lower hedonic evaluation and decreased satiating properties, putting these products at a sensory disadvantage compared to their regular counterparts. Nudging consumers towards healthy foods by making healthy foods more attractive may facilitate healthier food choices. Package colour communicates product properties and could be used to make a healthy product more attractive. Healthier alternatives are typically packaged in less vibrantly coloured, watered-down packages compared to their regular counterparts. Does this communicate the intended message?
Efforts to fight diet-related diseases by raising health consciousness have been markedly ineffective because these attempts are often paternalistic and normative. To provide less intrusive approaches, the paper reports five mixed-methods studies that explore the health-supportive side effects of motives that are unrelated to health. The qualitative Study 1 identifies quality consciousness and physical appearance consciousness as potential candidates for health-supportive side-effects. Study 2 applies the Implicit Association Test to unravel how quality and physical appearance are implicitly associated with more or less healthy foods. Study 3 corroborates the side effects of the health-unrelated motives on healthy life-styles and healthy food consumption. The study demonstrates that the side effects are particularly powerful for consumers with low health consciousness. Study 4 and Study 5 externally validate the side effects for actual choices and shopping cart composition. Overall, the side effects provide new avenues to nudge food shoppers towards healthier consumption patterns. Yet, to avoid unintended negative effects, such as fostering eating-disorders by over-emphasizing physical appearance consciousness, interventions have to be planned carefully.
In food packaging, light and pale colors are often used to highlight product healthiness. What has been largely overlooked is that this seemingly positive health cue may also convey another crucial piece of information. It is this paper's premise that light-colored packages evoke two opposing effects: They stimulate favorable health impressions (health effect) and they activate detrimental taste inferences (taste effect) which jointly guide the purchase decision. To contribute to a better understanding of when this package cue is an asset or a liability, this research elucidates the boundary conditions under which the opposing effects operate. The unfavorable color-induced taste effect should be particularly dominant when (i) consumers have a strong need to make heuristic taste inferences (i.e., when tasting is not possible) and (ii) when health is not the overarching goal (e.g., for less health-conscious consumers). A series of experiments manipulating actual food packages confirms that the package health cue can indeed trigger negative taste associations in the consumer's mind that backfire. Marketers therefore are advised to consider the identified contingencies carefully.