000131366 001__ 131366
000131366 005__ 20240209144725.0
000131366 0247_ $$2doi$$a10.1016/j.foodres.2019.108721
000131366 0248_ $$2sideral$$a115839
000131366 037__ $$aART-2019-115839
000131366 041__ $$aeng
000131366 100__ $$0(orcid)0000-0002-7891-609X$$aRebollar, R.$$uUniversidad de Zaragoza
000131366 245__ $$aHow should I tell you this? The effects of the image used to convey that a natural yogurt is sweetened on consumer expectations and willingness to buy
000131366 260__ $$c2019
000131366 5060_ $$aAccess copy available to the general public$$fUnrestricted
000131366 5203_ $$aThis study aimed to assess how packaging imagery used to convey that a natural yogurt is sweetened influences consumer expectations and willingness to buy. Four packages of sweetened natural yogurt were designed, in which the message that they were sweetened was conveyed through three different images (sugar cubes, a sack of sugar and a spoon of sugar) and through only text. The results of a pretest consisting of a word association task and a main experiment consisting of an online survey show that packages in which the message that the yogurt is sweetened is conveyed by using an image together with a textual claim instead of just a textual claim are expected to be sweeter. However, some differences can be appreciated depending on the specific image that is depicted (with the package showing an image of sugar cubes raising the higher sweetness expectations). Moreover, results show that Willingness to buy is positively associated with the attributes Natural Ingredients, Healthy and Quality, and in a slightly negative way with the attribute Sweet. Overall, these results suggest that although using packaging imagery to convey a message may enhance consumer expectations and willingness to buy, its effect on consumers’ attitude towards the product may ultimately depend on the subject of the image that is depicted and in the valence of the message to be conveyed. These findings are discussed in the context of packaging design and consumer research, and directions for further research are provided. This study may help packaging designers and dairy companies to better communicate the desired message to consumers and to improve the marketing performance of their products.
000131366 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
000131366 590__ $$a4.972$$b2019
000131366 591__ $$aFOOD SCIENCE & TECHNOLOGY$$b11 / 138 = 0.08$$c2019$$dQ1$$eT1
000131366 592__ $$a1.44$$b2019
000131366 593__ $$aFood Science$$c2019$$dQ1
000131366 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000131366 700__ $$0(orcid)0000-0003-2558-982X$$aLidón, I.$$uUniversidad de Zaragoza
000131366 700__ $$0(orcid)0000-0002-0181-2639$$aGil-Pérez, I.$$uUniversidad de Zaragoza
000131366 700__ $$aMartín, J.
000131366 7102_ $$15002$$2720$$aUniversidad de Zaragoza$$bDpto. Ingeniería Diseño Fabri.$$cÁrea Proyectos de Ingeniería
000131366 773__ $$g126 (2019), 108721 [12 pp.]$$pFood res. int.$$tFood Research International$$x0963-9969
000131366 8564_ $$s1169777$$uhttps://zaguan.unizar.es/record/131366/files/texto_completo.pdf$$yPostprint
000131366 8564_ $$s1652365$$uhttps://zaguan.unizar.es/record/131366/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint
000131366 909CO $$ooai:zaguan.unizar.es:131366$$particulos$$pdriver
000131366 951__ $$a2024-02-09-14:44:34
000131366 980__ $$aARTICLE