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The impact of consistency and inconsistency between a selfdeclared claim and a mandatory fact information label on a packaging on the consumer pre-purchase behaviour

Faucheur, Sarah Le; Chabret, Antoine
Master thesis
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Preliminary-Master-Thesis-Report_GRA-19502-6.pdf (1.618Mb)
URI
http://hdl.handle.net/11250/2578057
Date
2018
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  • Master of Science [1525]
Abstract
Our Master thesis tests the impact of consistency and inconsistency between

a self-declared claim1 and a mandatory fact information label2 on a same product

packaging on the consumer pre-purchase behaviour in terms of attitude, purchase

intention and memory. The empirical testing introduces a controlled experimental

approach regarding the level of sensitivity and knowledge of the consumer about

nutritional and environmental issues and labels. After having collected 180 answers

from an online survey, results show that consistency between a self-declared claim

and a mandatory fact information label leads to more favourable attitude and higher

purchase intention towards the product than inconsistency. However, to contrast

with attitude and purchase intention, memory is rather enhanced by inconsistency

that is likely to lead to a longer and deeper information process among consumers.

More specifically, some moderators like sensitivity and knowledge are found to

enhance the impact of consistency and inconsistency. Indeed, the relationship

between a sel-declared claim and a mandatory fact information label does not have

the same impact whether consumers are highly sensitive or highly knowledgeable

about environmental and nutritional issues and labels. Consequently, while

consistent placements appear natural, inconsistent ones adversely affect brand

attitude and purchase intention because they seem out of place and are discounted,

but promotes brand recall and recognition, forcing consumers to spend more time

on looking at the packaging elements, and in particular the brand name. However,

the results of the change in the different variables of the consumer pre-purchase

behaviour between highly sensitive/knowledgeable and the low

sensitive/knowledgeable. At the end, it is helpful to understand how consumers process different

sources of information on a same product packaging. In the light of the willingness

to inform consumers about their own consumption, this study shows that it is

necessary to sensitize and educate consumers to render all governmental projects

effective because it moderates the level of amount of information processed.

Beyond the need of clarity and education, brands and companies really must pay

attention to their communication strategy. Consumers are really receptive to

displayed information on package and can shift their attitude and purchase intention

regarding what they find on the packaging, particularly if the self-declared claim

and the mandatory fact information label are consistent or not.
Description
Masteroppgave(MSc) in Master of Science in Business, Marketing - Handelshøyskolen BI, 2018
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Handelshøyskolen BI

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