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Meat Label Information: Effects of Separate Versus Conjoint Presentation on Product Evaluation 1
Author(s) -
MATA JUTTA,
LIPPKE SONIA,
DIECKMANN ANJA,
TODD PETER M.
Publication year - 2011
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.2011.00788.x
Subject(s) - conjoint analysis , product (mathematics) , preference , presentation (obstetrics) , food labeling , psychology , advertising , marketing , business , food science , economics , microeconomics , mathematics , chemistry , medicine , geometry , radiology
Consumers want more information about the food they consider buying. One way to provide such information is via food labeling, but not all label information can be used effectively. We tested how information on actual meat labels from a supermarket environment analysis was evaluated against a realistic new label when labels were seen separately vs. in a conjoint (simultaneous) presentation. Participants ( M = 24 years; 49% women) evaluated how much money they would pay for identical meat products with different label information. Conjoint presentation of labels led to opposite product rankings compared to separate presentations in some conditions (preference‐reversal effect). We discuss the importance of food labels that provide transparent, evaluable information for supporting informed, responsible meat product decisions.