| In recent years,people pay more and more attention to diet health,health,nutrition and safety of food,and the research on healthy food consumption has also received extensive attention.However,in the consumption scene,consumers may have some difficulties in choosing healthy food.On the one hand,they have long-term health goals,but at the same time,delicious food has a strong temptation to them.Through literature research,it is found that scholars put forward the theory of dietary regulation(Stroebe,2013),that is,when consumers choose healthy food,there is often a conflict between the goal of dietary pleasure and the long-term health goal.Food selection is a complex decision-making process,and related research divides packaging clues into informative packaging clues,such as Cecchini & Warin,2016),etc.And sensory packaging clues,such as packaging color(Foroni,Pergola,&Rumiati,2016).In the existing literature,the relationship between healthy food and consumption decision-making is mostly based on the motivation of food packaging clue design,which is more an unconscious consumption behavior.How to use these packaging clues to help consumers alleviate the goal conflict in healthy food consumption is the core issue of this study.Inspired by the theory of dietary regulation for choosing healthy food,and packaging clue is an important factor in choosing food,this study found that people think healthy food is often not delicious through implicit association test,so the study tried to explore whether the design of food packaging clue can alleviate the inherent goal conflict of consumers when buying healthy food and help them make consumption decisions more smoothly.This study designed a series of four experiments.In the first study,IAT experiment was designed,and the results showed that consumers often think that healthy food is not so delicious because of the implicit attitude between unpalatable and healthy food.Then,the experiment of food labels on consumers’ perception and preference shows that food labels will affect consumers’ product evaluation,and then affect their willingness to buy.More specifically,the results show that adding delicious clue labels to the packaging of healthy foods will increase consumers’ willingness to buy healthy foods compared with focusing on health clue labels.The results of the second experiment show that consumers’ cognitive load in the selection process can adjust the promotion of delicious cue labels to healthy food selection.Under high cognitive load,consumers have higher perception of delicious and willingness to buy healthy food with delicious labels,and the increase of consumers’ willingness to buy healthy food with delicious labels is only significant under high cognitive load,but not significant under low cognitive load.Experiment 2 shows that there is interaction between informative cues and sensory cues.Specifically,the depth of packaging color will mainly adjust the scores(health,calories)related to the perceived health of the product.Consumers’ perceived health of healthy food in light-colored packaging with delicious labels(compared with dark packaging)will increase significantly,but there is no significant difference in health labels and no significant effect on purchase intention.Through four behavioral experiments,this study found that for informative clues,adding delicious clue labels to the packaging of healthy foods will improve people’s awareness of choosing healthy products and make consumers experience less goal conflicts than focusing on health clue labels.Furthermore,the cognitive load of consumers in the process of selection will regulate the promotion of delicious clue labels to healthy food selection.At the same time,there is interaction between informative cues and sensory cues.These research results expand consumers’ understanding of dietary regulation theory under the background of food packaging clue perception;At the same time,it provides practical suggestions for the marketing of healthy food. |
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