DMCA
Color Me In – An Empirical Study on the Traffic Light (2011)
BibTeX
@MISC{Weber11colorme,
author = {J. Michael Weber and Joe F. Hair and J. Michael Weber and Torsten Pieper and Signposting System},
title = {Color Me In – An Empirical Study on the Traffic Light},
year = {2011}
}
Share
 |
 |
 |
 |
||
OpenURL
Abstract
The use of colors in influencing consumer perceptions and behavior, especially those occurring in food purchases, has long been of interest to marketing and public policy scholars. The present study therefore examines the effects of the color-coded traffic light signposting scheme on food choice and consumer behavior by means of a conjoint analysis. Both direct effects of color and nutrient signposting as well as their interplay regarding consumer attitudes and product health evaluations are being analyzed as test persons are presented with a variety of choice situations. Results show colors to highly affect consumer food choice, especially when displayed for fat and sugars. Food product utility is highest for low (green) amounts of fat and sugars and lowest for those indicating red bars on these nutrients. Meanwhile, the relevance of calories as well as saturates and sodium in making food choices sinks to a minimum. Findings shed new light on the ongoing discussion concerning appropriate and efficient nutrition labeling and provide interesting insights for further research as well as implications for public policy making and practice.
Keyphrases
traffic light empirical study food choice new light test person red bar consumer attitude direct effect interesting insight choice situation nutrient signposting conjoint analysis affect consumer food choice food purchase color-coded traffic light consumer behavior public policy making ongoing discussion efficient nutrition labeling result show color public policy scholar present study product health evaluation food product utility consumer perception
