open access
메뉴.png){kind=logo}
open access
메뉴
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.
강동균 (1999). 프라이밍의 의미, 수준 및 제품정보의 모호성이 제품평가에 미치는 영향: 제조국명 효과를 중심으로. 한양대학교 대학원 박사학위논문.
김소현 (2013). 소비자들의 제품평가와 제품선택에서의 목표예열 및 특성예열 효과에 관한 연구. 고려대학교 대학원 박사학위논문.
송미령, 임미자 (2015). 제품 라벨의 첨가물 표기 정보에 대한 소비자의 지각 연구: 첨가물 비중과 수에 대한 정보처리를 중심으로. 소비자학연구, 26(6), 47-76.
원지성 (2014). 행동경제학에 기초한 포지셔닝 개념의 분석. 상품학연구, 32(5), 157-177.
홍성태 (1992). 소비자 심리의 이해. 서울: 나남출판사.
Anderson, J. R. (1983). A Spreading Activation Theory of Memory. Journal of Verbal Learning and Verbal Behavior, 22(3), 261-295.
Belei, N., Geyskens, K., Goukens, C., Ramanathan, S., & Lemmink, J. (2012). The best of both worlds? Effects of attribute-induced goal conflict on consumption of healthful indulgences. Journal of Marketing Research, 49(6), 900-909.
Broniarczyk, S. M., & Alba, J. W. (1994). The role of consumers' intuitions in inference making. Journal of Consumer Research, 21(3), 393-407.
Burton, S., Biswas, A., & Netemeyer, R. (1994). Effects of alternative nutrition label formats and nutrition reference information on consumer perceptions, comprehension, and product evaluations. Journal of Public Policy & Marketing, 13(1), 36-47.
Chandon, P., & Wansink, B. (2007). The biasing health halos of fast-food restaurant health claims: lower calorie estimates and higher side-dish consumption intentions. Journal of Consumer Research, 34(3), 301-314.
Chandon, P., & Wansink, B. (2012). Does food marketing need to make us fat? A review and solutions. Nutrition Reviews, 70(10), 571- 593.
Chernev, A., & Gal, D. (2010). Categorization effects in value judgments: Averaging bias in evaluating combinations of vices and virtues. Journal of Marketing Research, 47(4), 738-747.
Chernev, A. (2011). Semantic anchoring in sequential evaluations of vices and virtues. Journal of Consumer Research, 37(5), 761-774.
Chrysochou, P., & Grunert, K. G. (2014). Health-related ad information and health motivation effects on product evaluations. Journal of Business Research, 67(6), 1209-1217.
Collins, A. M., & Loftus, E. F. (1975). A spreading-activation theory of semantic processing. Psychological Review, 82(6), 407-428.
Fiske, S. T., & S. E. Taylor (1984). Social Cognition, New York: McGraw-Hill.
Garretson, J. A., & Burton, S. (2000). Effects of nutrition facts panel values, nutrition claims, and health claims on consumer attitudes, perceptions of disease-related risks, and trust. Journal of Public Policy & Marketing, 19(2), 213-227.
Sherman, J. W., Gawronski, B., Gonsalkorale, K., Hugenberg, K., Allen, T. J., & Groom, C. J. (2008). The self-regulation of automatic associations and behavioral impulses. Psychological Review, 115(2), 314-335.
Grant, S. J., Malaviya, P., & Sternthal, B. (2004). The influence of negation on product evaluations. Journal of Consumer Research, 31(3), 583-591.
Hieke, S., & Taylor, C. R. (2012). A critical review of the literature on nutritional labeling. Journal of Consumer Affairs, 46(1), 120-156.
Higgins, E. T. (1996). Knowledge activation: Accessibility, applicability, and salience. Social psychology: Handbook of basic principles. New York: Guilford Press.
Higgins, E. T., Rholes, W. S., & Jones, C. R. (1977). Category accessibility and impression formation. Journal of Experimental Social Psychology, 13(2), 141-154.
Irmak, C., Vallen, B., & Robinson, S. R. (2011). The impact of product name on dieters’ and nondieters’ food evaluations and consumption. Journal of Consumer Research, 38(2), 390-405.
Khare, A., & Chowdhury, T. G. (2015). Food categorization flexibility increases the preference for indulgent foods. Journal of Consumer Psychology, 25(4), 546-560.
Mai, R., & Hoffmann, S. (2015). How to combat the unhealthy= tasty intuition: the influencing role of health consciousness. Journal of Public Policy & Marketing, 34(1), 63-83.
Masson, M. E. (1995). A distributed memory model of semantic priming. Journal of Experimental Psychology: Learning, Memory, and Cognition, 21(1), 3-23.
Mayo, R., Schul, Y., & Burnstein, E. (2004). “I am not guilty” vs “I am innocent”: successful negation may depend on the schema used for its encoding. Journal of Experimental Social Psychology, 40(4), 433-449.
Metcalfe, J., & Mischel, W. (1999). A hot/cool-system analysis of delay of gratification: dynamics of willpower. Psychological Review, 106(1), 3-19.
Meyer, D. E., & Schvaneveldt, R. W. (1976). Meaning, memory structure, and mental processes. Science, 192(4234), 27-33.
Moorman, C. (1990). The effects of stimulus and consumer characteristics on the utilization of nutrition information. Journal of Consumer Research, 17(3), 362-374.
Palmer, S. (2008). Healthy Indulgence: A Best of Both Worlds Approach to Eating. Today’s Dietitian, 10(9), 62.
Read, D., Loewenstein, G., & Kalyanaraman, S. (1999). Mixing virtue and vice: Combining the immediacy effect and the diversification heuristic. Journal of Behavioral Decision Making, 12(4), 257-273.
Ries, A., & J. Trout (2006). Marketing Warfare(20th Anniversary Edition). NewYork: McGraw-Hill Companies, Inc.
Roe, B., Levy, A. S., & Derby, B. M. (1999). The impact of health claims on consumer search and product evaluation outcomes: results from FDA experimental data. Journal of Public Policy & Marketing, 18(1), 89-105.
Schuldt, J. P., & Schwarz, N. (2010). The" organic" path to obesity? Organic claims influence calorie judgments and exercise recommendations. Judgment and Decision Making, 5(3), 144-150.
Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453-458.
Wansink, B., & Chandon, P. (2006). Can “low-fat” nutrition labels lead to obesity?. Journal of Marketing Research, 43(4), 605-617.
Wertenbroch, K. (1998). Consumption self-control by rationing purchase quantities of virtue and vice. Marketing Science, 17(4), 317-337.