小标签,大作用:营销领域中的食品标签效应

Food labeling effects in marketing

食品标签作为一种食品相关信息的来源,会对消费者的认知、情感偏好以及行为反应产生重要影响。基于信息涵盖层面的不同,可以将食品标签划分为产品层面标签、成分层面标签两类,且不同类型的食品标签在影响结果、作用机制以及边界方面有所差异。调节定向理论有助于解释两类食品标签所带来的不同影响。产品层面标签更多地会启动消费者的预防定向,而成分层面标签则会启动消费者的促进定向。同时,两类食品标签效应会受到晕轮效应、信息加工、概念隐喻、社会认同、属性推断等机制的驱动以及社会人口因素、个体差异、产品特征的调节。最后基于整合的研究框架提出了一些可行的研究方向。

As a source of food-related information,food labels have been found to play an important role in affecting consumers’cognition,emotion and behavioral responses.Based on the different levels of information coverage,food labels can be divided into two categories:product-level labels and ingredient-level labels.We first comb the main effect of two kinds of food labels on consumers’cognition,emotion and behavioral responses.After that,we compare the similarities and differences between the two kinds of effects and their undelrying mechanisms and boundary conditions.Regulatory orientation theory helps to explain the different effects of the two types of food labels.The product-level labels more often initiate consumer preventive orientation,while the ingredient-level labels activate consumer promotion orientation.In addition,the two types of food labeling effects are driven by the halo effect,information processing,conceptual metaphor,social identity,attribute inference and other mechanisms.Besides,these effects are moderated by social demographic factors,individual differences,and product characteristics.Finally,we propose some feasible research directions based on the overall framework of food labeling effects constructed in this paper.