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Misleading Marketing Communication: Assessing the Impact of Potentially Deceptive Food Labelling on Consumer Behaviour PDF

170 Pages·2022·3.635 MB·English
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Misleading Marketing Communication Assessing the Impact of Potentially Deceptive Food Labelling on Consumer Behaviour Viktor Smith · Daniel Barratt Peter Møgelvang-Hansen Alexander U. Wedel Andersen Misleading Marketing Communication Viktor Smith • Daniel Barratt Peter Møgelvang-Hansen Alexander U. Wedel Andersen Misleading Marketing Communication Assessing the Impact of Potentially Deceptive Food Labelling on Consumer Behaviour Viktor Smith Daniel Barratt Department of Management, Society, Department of Management, Society, and Communication and Communication Copenhagen Business School Copenhagen Business School Copenhagen, Denmark Copenhagen, Denmark Peter Møgelvang-Hansen Alexander U. Wedel Andersen CBS Law Woba.io Copenhagen Business School Copenhagen, Denmark Copenhagen, Denmark ISBN 978-3-031-11205-8 ISBN 978-3-031-11206-5 (eBook) https://doi.org/10.1007/978-3-031-11206-5 © The Author(s), under exclusive licence to Springer Nature Switzerland AG 2022 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors, and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG. The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland P reface This small book is written in the spirit of the Palgrave Pivot series which encourages the publication of original research at its natural length, “lon- ger than a journal article, but shorter than a monograph”. Food labelling and its effect on consumer behaviour is a highly versatile topic which is being investigated by a substantial number of disciplines that span from law and politics, through food development, human nutri- tion and health, and sustainability studies, to marketing and branding, with contributions from both the social, the behavioural, and the natural sciences, and from the humanities. As a result, vital research questions and findings that evidently supplement each other tend to remain scattered across different theoretical paradigms, real-life concerns, and publication channels with few natural touchpoints. Our intention with this work was to bridge some of these gaps by addressing a topic which connects to several, ultimately to all, of the per- spectives just mentioned by its very nature: the question whether and how the legal comprehension of potentially misleading food labelling could be transposed into empirically measurable terms, thereby offering new leads to the development of fair food marketing and labelling practices also beyond strictly legal demands. This goal is pursued in four experimental studies which complement each other on essential points. To keep the task empirically manageable, the point of reference throughout is EU law and selected grey-zone scenarios found on the Danish food market. However, the present format allows us to further contextualize these empirical spe- cifics to a range of issues of wider methodological, theoretical, and societal interest. v vi PREFACE Still, we cannot possibly cover all current perspectives on the topic in a concise work like the present. That includes, for instance, the detailed legal treatment of unfair commercial practices beyond EU and further implications for private–public collaboration in such fields as health pro- motion and support of local food production. However, we hope to have provided some new leads for continued work in these and other relevant directions in future research. Copenhagen, Denmark Viktor Smith Daniel Barratt Peter Møgelvang-Hansen Alexander Uzerovic Wedel Andersen a cknowledgements The authors are indebted to a considerable number of colleagues and col- laborators for their intellectual and practical support as the work pro- gressed, no one mentioned, no one forgotten. We owe a special thanks to Iben Humble Kristensen, VIFOSS, Anne Nymand-Grarup, Varefakta, and Lars Aaarup, Coop Consumers Insights & Analytics, Denmark, for shar- ing essential insights on specific market conditions and regulatory issues. We are likewise grateful to Alexander Dahl, Mai Hviid Madsen, Marie Nytoft, Christian Poulsen, Philip Alexander Hedlund Smith, and Francoise Qvistgaard for their vital contributions to the empirical work. On the edi- torial side, we thank Editor-in-Chief Liz Barlow and two anonymous peer reviewers for gently helping us in giving the final touches to the manu- script, and to Ramabrabha Selvarai, Arun Prasath, and Vipinkumar Mani for keeping the publishing process on track. The book incorporates and expands on results and insights gained in previous work co-funded by the Danish Council for Strategic Research and by the Independent Research Fund Denmark. vii c ontents Part I B ackground 1 1 Setting the Scene 3 References 7 2 The Legal Conception of Misleading Product Labelling and its Operationalization 11 2.1 The Prohibition against Unfair Commercial Practices and Misleading Labelling in EU Law 11 2.2 Operationalizing the Legal Criteria 16 References 21 3 Measuring Misleadingness: The Preference- Conscious Choice Modelled and Observed 25 3.1 Aims and Scope 25 3.2 The ShopTrip Set-up: First Overview 27 3.2.1 Ecological Validity versus Experimental Control 27 3.2.2 Simulated e-Shopping 28 3.2.3 Adding and Assessing Preference Consciousness 29 References 31 ix x CONTENTS Part II S tudies 33 4 Study 1: Low-Fat Claims on Real-Market Products 35 4.1 Fairness Challenges and Target PMEs 35 4.2 Test Design 37 4.2.1 Target Products 38 4.2.2 Fillers/Distracters 40 4.2.3 Participants 41 4.2.4 Apparatus and Procedure 41 4.3 Results and Discussion 43 References 51 5 Study 2: Low-fat Claims on Fictitious Products 53 5.1 Fairness Challenges and Target PMEs 53 5.2 Test Design 54 5.2.1 Target Products 54 5.2.2 Fillers/Distracters 55 5.2.3 Participants 55 5.2.4 Apparatus and Procedure 56 5.3 Results and Discussion 57 6 Study 3: What’s behind the Keyhole 63 6.1 Fairness Challenges and (Accidental?) PMEs 63 6.2 Test Design and Procedure 65 6.2.1 Target Products 66 6.2.2 Fillers/Distracters 69 6.2.3 Participants 69 6.2.4 Apparatus and Procedure 69 6.3 Results and Discussion 70 References 78 7 Study 4: “Local” by Facts or by Atmosphere? 79 7.1 Fairness Challenges and PMEs 80 7.2 Test Design and Procedure 82 7.2.1 Target Products 83 7.2.2 Fillers/Distracters 86 CONTENTS xi 7.2.3 Participants 86 7.2.4 Apparatus and Procedure 86 7.3 Results and Discussion 87 References 96 Part III General Discussion 99 8 Why Do Consumers Get it Wrong? 101 8.1 Allowing for the Human Factor 101 8.2 The Need for Semantic and Pragmatic Co-creation 102 8.3 System 1 versus System 2 108 8.4 A Quest for Situational Relevance 111 8.5 What We See is All There Is: The X-factor of Visual Attention 115 References 117 9 Implications for Fair Labelling Practices: How to Get it Right? 121 9.1 Contributing to a Wider Debate 121 9.2 Commercial Claims 122 9.3 Non-Commercial Regulated Labels 126 References 130 10 Concluding Remarks 133 References 138 Appendix 1: Example of standard ShopTrip setup 141 Appendix 2: ShopTrip setup in version adopted for eyetracking (Study 4) 145 References 147 Index 161

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