Technical University of Munich, TUM School of Management, Chair of Marketing and Consumer Research, Germany; Technical University of Munich, HEF World Agricultural Systems Center, Germany.
Technical University of Munich, TUM School of Management, Chair of Marketing and Consumer Research, Germany; Technical University of Munich, HEF World Agricultural Systems Center, Germany.
Appetite. 2024 Sep 1;200:107556. doi: 10.1016/j.appet.2024.107556. Epub 2024 Jun 13.
This study investigates implicit and explicit attitudes toward products before and beyond the best-before date (BBD) using an Implicit Association Test and an online questionnaire. Moreover, we test whether consumer perception of and behavior toward products beyond the BBD can be manipulated using a priming task. We use a three-group between-subjects design where respondents had to recall either a frugal, a wasteful, or an unrelated behavior. Results show that consumers have negative implicit associations with products beyond the BBD. Reduced health and safety perceptions, consumers' strategies to determine edibility, and general risk perception of products beyond the BBD predict consumption of these products. While recalling a frugal behavior does not have significant effects, recalling a wasteful behavior prior to evaluating products beyond the BBD leads to a decrease in the perceived safety and healthfulness of these products.
本研究使用内隐联想测验和在线问卷，调查了在最佳食用日期（BBD）之前和之后对产品的内隐和外显态度。此外，我们还通过启动任务来检验消费者对超过 BBD 日期的产品的看法和行为是否可以被操纵。我们采用了三组被试间设计，要求被试回忆节俭、浪费或不相关的行为。结果表明，消费者对超过 BBD 的产品有消极的内隐联想。对健康和安全的感知降低、消费者确定可食用性的策略以及对超过 BBD 的产品的普遍风险感知，都预示着这些产品的消费。虽然回忆节俭行为没有显著效果，但在评估超过 BBD 的产品之前回忆浪费行为会导致这些产品的安全性和健康性感知降低。
