Taste perceptions mediate the effect of a health goal on food choice

Volume: 94, Pages: 104305 - 104305
Published: Dec 1, 2021
Abstract
• Effect of health goal and non-conflicting (vs. conflicting) choice-set on product choice. • Expensive (vs. cheaper) product chosen if choice-set congruent with the health goal. • Non-conflicting choice-set to the health goal bolsters consumers’ taste perception. • Taste perceptions mediated the effect of the health goal on product choice. Although considerable research has been done on the role of a health goal in food choices, little effort...
Paper Details
Title
Taste perceptions mediate the effect of a health goal on food choice
Published Date
Dec 1, 2021
Volume
94
Pages
104305 - 104305
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