The necessity of nutrition knowledge in making healthy purchase
decisions in-store, when there is time pressure and where healthy
products are not always directly in sight
Master thesis defense presentation ,21 January 2019
University of Groningen
Faculty of Economics and Business Department of Marketing
Table of content
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Brief introduction
•
Theoretical framework
•
Conceptual model
•
Research design
•
Results
•
Conclusion and recommendation
Brief introduction
•
Obesity and overweight
•
BMI as an indicator
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Health consequences and risks
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Different factors are causing obesity and overweight
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Nutrition knowledge
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First place a consumers looks at in the shelves is eye-level
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Product placement
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Today’s environment
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Time pressure
Theoretical framework
• Nutrition knowledge means how well customers can process nutritional information to make healthier decisions (Brucks, 1985)
• Internal consumer nutrition knowledge and external displays of nutrition information have a positive impact on the outcomes in customers’ health behavior (Andrews, Netemeyer, & Burton, 2009)
• H1: Higher nutrition knowledge of products leads to more healthy purchase decisions
• Product placement is defined by the allocation of shelf space among products and to organize product categories in store (Corstjens & Doyle, 1981)
• Placing products at eye-level, or making them more salient, influences the customers’ purchase decision (Hoyer, 1984)
• H2: The positive effect of high nutrition knowledge on making healthy purchase decisions strenghtens when healthy products are organized at eye-level
• Time pressure is the reduced amount of time that customers have to make their decisions (Finucane et. al, 2000; Maule & Svenson, 1993)
• If customers have time to think, they can make a trade-off between different products. When there is time pressure, it will reduce the risks in the decision making process and customers tend to fall in old unhealthy habits (Whitney, Rinehart, & Hinson, 2008; Suri & Monroe, 2003).
Research design
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Online survey
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215 respondents
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Control variables: age and gender
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Nutrition knowledge: high/low
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Product placement: eye-level/knee-level
Results
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Sample consisted of 30,2% men and 69,8% women
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Average age was 36 years
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Control variable gender: not significant in independent
samples t-test (p= 0.11)
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Control variable age: significant in linear regression (p= 0.047)
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H1: significant in linear regression, however negative (p=
0.000, B= -0.264, t= -0.441)
•
H2: not significant in linear regression , with product
placement (p= 0.104) and the interaction effect (p= 0.833)
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H3: not significant in linear regression, with time pressure (p=
Conclusion and recommendation
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Contradicting outcomes to previous literature
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The relation between nutrition knowledge and healthiness of the
purchase decision was negatively significant, age can possibly
explain this
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Cover story had significant positive influence on the healthiness of
the purchase decision
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Product placement was not a moderator in this model
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Differences in online and offline world can maybe explain this
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Time pressure was also not a moderator in this model
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Further research: age, cover story with risks and consequences of
too much sugar
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More product categories
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Reduce amount of time by time pressure
References
• Andrews, J. C., Netemeyer, R. G., & Burton, S. 2009. The Nutrition Elite: Do Only the Highest Levels of Caloric Knowledge, Obesity Knowledge, and Motivation Matter in Processing Nutrition Ad Claims and Disclosures? Journal of Public
Policy & Marketing, 28(1): 41-55.
• Brucks, M. 1985. The Effects of Product Class Knowledge on Information Search Behavior. Journal of Consumer Research, 12(1): 1-16.
• Corstjens, M., & Doyle, P. 1981. A Model for Optimizing Retail Space Allocations.
Management Science, 27(7): 822-833.
• Finucane, M. L., Alhakami, A., Slovic, P., & Johnson, S. M. 2000. The affect Heuristic in Judgments of Risks and Benefits. Journal of Behavioral Decision
Making, 13(1): 1-17.
• Hoyer, W. D. 1984. An Examination of Consumer Decision Making for a Common Repeat Purchase Product. Journal of Consumer Research, 11(3): 822-831.
• Maule, J., & Svenson, O. 1993. Time Pressure and Stress in Human Judgment and Decision Making. New York: Plenum, 323–29.
• Suri, R., & Monroe, K. B. 2003. The Effects of Time Constraints on Consumers’ Judgments of Prices and Products. Journal of Consumer Research, 30(1): 92-104.
• Whitney, P., Rinehart, C. A., & Hinson, J. M. 2008. Framing Effects under
Cognitive Load: The Role of Working Memory in Risky Decisions. Psychonomic
