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ISSN : 1229-8778
his research examines which positioning strategy is effective when trying to deviate from the perception of vice products by using health labeling. Consumers want food that is not only tasty but also healthy. In response to this demand, food companies that have produced vice foods are releasing products healthier than existing ones; to promote these foods, it is important to have effective positioning strategies. When appealing to consumers with a product that is perceived as a vice product, the way that health labeling is used on the product package is important. In terms of different type of health labeling of vice product, the tendency to translate the product into the vice category and the evaluating a product as being unhealthy can be different. Study 1 found that emphasizing the virtue attribute reduced the perception of the product as a vice more than when the vice attribute was emphasized. In addition, Study 1 examined that when emphasizing the virtue attribute, the level of perceiving the product as bad for health was lower more than when emphasizing the vice attribute. Study 2 was performed to reveal directly that frames of thinking stay in the concept of unhealthiness because of process of dissociation of a core supposition and a negation tag in health labeling. Study 2 found that suppressing the process of dissociation reduced the perception of the product as a vice more than when the process of dissociation was not suppressed. In addition, when suppressing the process of dissociation, the level of perceiving the product as bad for health was lower more than when process of dissociation was not suppressed. As consumers pursue healthiness recently, it is important to escape the existing images. In response to this issue, this research examines effective positioning strategies for health labeling in order to provide practical implication.
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