How healthy the food products should be portrayed: Framing effects on inference, actual perceivedness, and purchase intention on food products

Abstract

Nowadays, people’s lifestyle has been gone up and healthier. Along with this aspect, lots of food products are appeared to be portrayed healthy to meet their consumers’ wants and needs. In this thesis, three experiments were conducted to find out what the effective way of using healthy framings(functionally healthy framing and hedonically healthy framing) is on foods(healthy categorized food and unhealthy categorized food). Throughout the experiments, results revealed that people infer and perceived positively the one that is framed functionally healthy vs. hedonically healthy for healthy categorized food(e.g., salads). On the other hand, unhealthy categorized food(e.g., doughnuts) were more preferable when it was portrayed to be hedonically healthy. And these results of inference and actual perceivedness also influenced positively to purchase intention as well.