Andrea Groeppel-Klein

Healthful Food Decision Making in Response to Traffic Light Color-Coded Nutrition Labeling

This article investigates whether traffic light color-coded nutrition information helps low- (vs. high-) self-control consumers make more healthful food choices within a given product category. Two in-store lab studies assess the effects of traffic light colors. The colors indicate low (green), medium (amber), and high (red) levels of four negative food nutrients (sugar, fat, saturated fat, and salt). The color-coding was implemented on nutrition labeling schemes shown on the front of actual food packages (pasta meals in Study 1; cereal bars in Study 2). Consumers with low self-control to resist food temptations, but not those with high self-control, make more healthful food choices in response to the color-coded labeling. The behavior is congruent with their long-term goals of controlling their food choices and is evident when traffic light colors vary between both nutrients and products (Study 1) and when traffic light colors vary between nutrients but not products (Study 2). The authors derive theoretical implications and draw conclusions from the perspectives of public policy, retailing, and manufacturers.

Eat fit. Get big? How fitness cues influence food consumption volumes☆

Fitness cues on food packages are a common marketing practice in the food sector. This study aims to find out whether and how fitness cues influence food consumption. The results of two field studies show that, even though eating fitness-cued food does not help consumers become more fit, the claims on the packaging increase both serving size and actual food consumption. This effect is mediated by serving size inferences. Also, consumers feel less guilty and perceive themselves closer to desired fitness levels after having consumed the food. The findings show that packaging cues relating to energy expenditure can increase energy intake despite the fact that consumers are not engaged in any actual physical activity while eating the food.

New insights into the acceptance of mobile internet services: a mixed-method approach

Based on the Theory of Reasoned Action, the Technology Acceptance Model, recent empirical results and a qualitative prestudy, we propose an acceptance model for mobile internet services. Participants in both a non-usage and a usage environment of a mobile parking service are surveyed. The results indicate that the model has high explanatory power, and highlight the importance of personal innovativeness, perceived usefulness and the pleasure of self-expression. The influence of the latter construct is related solely to anticipating the actual usage of a mobile parking service in a usage environment, whereas in a non-usage environment, it determines general attitudes besides usage intention. The causal path of attitude-intention-behaviour is weak, suggesting some specific inferences from reasons to resist and reject mobile services.

Behavioural effects of directive cues on front-of-package nutrition information: the combination matters!

OBJECTIVE Nutrition information aims to reduce information asymmetries between manufacturers and consumers. To date, however, it remains unclear how nutrition information that is shown on the front of the packaging should be designed in order to increase both visual attention and the tendency to make healthful food choices. The present study aimed to address this gap in research. DESIGN An experimental laboratory study applying mobile eye-tracking technology manipulated the presence of two directive cues, i.e. health marks and traffic light colour-coding, as part of front-of-package nutrition information on actual food packages. SETTING Participants wore mobile eye-tracking glasses during a simulated shopping trip. After the ostensible study had finished, they chose one snack (from an assortment of fifteen snacks) as a thank you for participation. All products were labelled with nutrition information according to the experimental condition. SUBJECTS Consumers (n 160) who were mainly responsible for grocery shopping in their household participated in the study. RESULTS The results showed that, in the absence of traffic light colouring, health marks reduced attention to the snack food packaging. This effect did not occur when the colouring was present. The combination of the two directive cues (v. presenting traffic light colours only) made consumers choose more healthful snacks, according to the nutrient profile. CONCLUSIONS Public policy makers may recommend retailers and manufacturers implement consistent front-of-pack nutrition labelling that contains both health marks and traffic light colouring as directive cues. The combination of the cues may increase the likelihood of healthful decision making.

Turning Bias and Walking Patterns: Consumers' Orientation in a Discount Store

referees for their helpful und constructive comments. Prof. Dr. Andrea GroeppelKlein is Chair of Marketing and Director of the Institute for Consumer & Behavioural Research, Saarland University, Postfach 15 11 50, D-66041 Saarbrücken, Phone: +49-681 302-27 80, Fax: +49-681 302-43 70, Email: groeppel-klein@ ikv.uni-saarland.de Dipl. Wirtschaftsgeograph Benedikt Bartmann was formerly Scientific Assistant at the Institute for Consumer & Behavioural Research, Saarland University, and is now Consultant Category Research at Forschungsgruppe g/d/p, Richardstraße 18, D-22081 Hamburg, Phone: +49-4 02 98 76-166, Fax: +49-4 02 98 76-127, Email: bartmann@gdp-group.com Turning Bias and Walking Patterns: Consumers’ Orientation in a Discount Store

The impact of age stereotypes on elderly consumers’ self-efficacy and cognitive performance

Abstract In this article we address the question of whether age stereotypes impact cognitive performance in a consumer behavioral context. We assume that in consumer decision-making contexts, the elderly are affected by negative (vs. positive) age stereotypes, leading to less self-efficacy and thus a decrease in cognitive performance. We extend prior research by also asking whether perceived time pressure can reinforce the effects of age stereotypes on the elderly’s self-efficacy, which can in turn influence cognitive performance. The results of our experiment reveal that priming with negative (vs. positive) stereotypes leads to decreased cognitive performance among the elderly. This relationship is mediated by self-efficacy. Furthermore, self-perception of aging serves as a mediator for the effect of self-efficacy and cognitive performance. The effect of self-efficacy on cognitive performance is reinforced when consumers feel that they are under time pressure. The results of our investigation have important implications for the marketing of products or services to elderly consumers.

Space Utilisation and Retail Store Image: How the Arrangement of Organic Foods Impacts on the Overall Image of Retail Stores

Andrea Groeppel-Klein is Chair of Marketing and Director of the Institute of Consumer and Behavioural Research at Saarland University, Campus A5.4, D-66123 Saarbruecken, Phone: +49(0)681/302-2135, Fax: +49(0)681/302-4370, E-Mail: groeppel-klein@ikv.unisaarland.de Friederike Kamm is Research Assistant at the Institute of Consumer and Behavioural Research, Saarland University, Campus A5.4, D-66123 Saarbruecken, Phone: +49(0)681/302-64861, Fax.: +49(0)681/302-4370, E-Mail: kamm@ikv.unisaarland.de Space Utilisation and Retail Store Image: How the Arrangement of Organic Foods Impacts on the Overall Image of Retail Stores