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Halo effect of organic food on physical effort

Le, Nhat Thi Hong; Jo, Yujin
Master thesis
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URI
http://hdl.handle.net/11250/2477825
Date
2017
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  • Master of Science [1550]
Abstract
Abstract

Previous research has demonstrated that consumers frequently experience a health halo

effect from “organic” claims when evaluating food products. This bias can be highly

inaccurate, leading to unintended, unhealthy consumer choices (e.g. underestimation

of the calorie content, higher willingness to forgo exercise). In contrary to previous

studies, our paper aims to highlight the halo effect specifically pertaining to the

estimation of physical efforts to burn calories. In Study 1, we replicated a previous

finding on the underestimation of the calories but did not observe any statistically

varying effect in estimating “minutes to walk” across conditions (conventional vs.

organic). In Study 2, we modified a dependent variable from “minutes to walk” to

“intensity of exercise” but no statistical significance has emerged. In Study 3, we added

a high-calorie condition given the assumption that it would trigger the halo bias.

Nonetheless, consistent with the two previous studies, we observed no such bias in our

final study. To sum up, our finding indicates that estimating physical effort may hinder

the halo effect when it comes to organic food consumption scenarios.

Keywords: halo effect, health halo, organic, food labeling, health claims, calorie

estimation, physical effort estimation
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2017
Publisher
BI Norwegian Business School

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