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Big business returns on B Corp? Growing with green & lean as any label is a good label

This research contributes to knowledge on consumer-based food label equity (CBFLE) by examining a validity scale accuracy for predicting seafood purchasing choices in health and sustainability contexts.

Two studies were conducted for this research. Study 1, with 301 participants, show fish fillets with sustainability labels, such as B Corp, compared to those without labels. The study showedes that this type of food label did not impact a consumers purchase decision. Study 2, with 200 participants, found similar results when using health-labels, like the American Heart Association Heart-Check. The findings indicate how a consumers’ willingness to buy is influenced by the use of specific labels, within sustainability and health sectors. The full research paper can be found in the Journal of Business Research.

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The relative impact of health communication conveyed via quick response codes: A conjoint experiment among young Thai consumers doing grocery shopping

This study examines how smartphone-based health communication, like QR codes, influences young Thai consumers to shop for healthier groceries. In a conjoint experiment with 214 participants, using QR codes to display health labels and high consumer ratings for food encouraged smartphone interaction and increased the likelihood of buying healthier groceries among young Thai consumers. Findings suggest health communication, like QR codes, can be a good investment for brands to increase healthier purchases. Read the full study in Health Marketing Quarterly.

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Information, ingestion, and impulsivity: The impact of technology-enabled healthy food labels on online grocery shopping in impulsive and non-impulsive consumers

Unhealthy food consumption is a problem for society, companies, and consumers. This study explores how technology-enabled healthy food labels can impact food choice in an online grocery store context. We conceptualized unhealthy and healthy food choice as a matter of impulsivity problems. Three technology-enabled healthy food labels were derived based on variables that might impact self-control, and their influence on food choice was investigated.

In this study of 405 people, food labels that encouraged self-monitoring, pre-commitment, and social comparison impacted the consumers food choices. For the more impulsive easters, self-monitoring and pre-commitment proved to have a stronger effect. In comparison to non-impulsive eaters, which were more effected by social comparison. Overall, the findings suggest that self-monitoring of previous healthy food choices might be more effective than pre-commitment based on discounts on healthy food products, but these differences were minor. This paper is published at Frontiers in Nutrition.

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Analyzing motivating functions of consumer behavior: Evidence from attention and neural responses to choices and consumption

Academia and businesses have shown an increased interest in neurophysiological methods, such as eye-tracking and electroencephalography (EEG), to understand consumer motivation. This research examines if these methods can predict the impact of motivation triggers, such as water deprivation, has on attention, brain response, choices, and consumption. Through experiments, results reveal that water deprived participants focused more on images of water and were more likely to choose and consume water. These findings suggest that neurophysiological methods can offer deeper insights into how motivational factors influence consumer behavior.

The full article can be found in at Frontiers in Psychology and it is also posted in the National Library of Medicine.

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An Explorative Study on the Impact of Antecedent Mood States on Consumers’ Evaluation of Hotels Online

Many travelers plan their trip using online
booking platforms. These often have recommendations for
things to do and explore in the target destination. The
suggestions could have either positive or negative
connotations. This study aimed to investigate if such
recommendations can trigger certain mood states that
impact consumers’ evaluation of hotels online. Web-based
mood induction procedures were used to see whether moods
as antecedent states had any impact on consumers’
evaluations of hotel bookings. The results of the conjoint
analysis demonstrate that the impact of location and hotel
reviews can change based on consumers’ mood. The impact
of mood can help online managers in developing more
effective hotel marketing and advertising strategies. This paper is published at the IEEE International Engineering and Enginering Management (IEEM) conference 2021.

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Call for Industrial PhD Fellowship in Omni-channel and Business Analytics

EUROSKO is looking for one outstanding candidate for a 4-year doctoral project in the industry in cooperation with Kristiania University College in the fields of Omnichannel/Business Analytics. The successful candidate is expected to start the appointment with EUROSKO autumn 2021. The candidate will be members of the Behavior & Technology Lab (BTLab) at Kristiania University College and will be expected to conduct research of high-quality level under the supervision of Prof. Asle Fagerstrøm.

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Price consciousness as basis for Thai and Finnish young adults’ mobile shopping in retail stores

This short paper, published in Procedia Computer Science, explores the connection between price-conscious shopping habits and the use of smartphones for in-store shopping among young adults from Thailand and Finland. Through a cross-national survey, the study finds that price-conscious consumers are more likely to use mobile shopping in retail stores. Thai consumers had a stronger association to price consciousness and mobile shopping, than for Finnish consumers. These insights suggest that cultural factors can impact how a consumers mobile shopping behavior is influenced by their price awareness

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Motivating Events at the Point of Online Purchase: An Online Business-to-Business Retail Experiment

The point of online purchase refers to the location and conditions in which an online transaction takes place. It includes how products are presented to consumers and the means of completing the transaction. Understanding how the online setting and specific situations impact consumers behavior at the point of online purchase may improve online marketing efforts.

An online experiment was conducted to analyze the factors that influences purchases during the online buying process. Results show that the treatment group had a 39% conversion rate for up-sell offers. Which lead to an 87.94% increase in revenue compared to the control group. The findings of the experiment are discussed in relation to consumer behavior and rules governing inline purchases. For further reading, the full study can be found in the Procedia Computer Science.

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Special Section on “Health, Technology, & Behavior Science”

Valdimar Sigurdsson (Reykjavik University) and Asle Fagerstrøm (Kristiania University College) are guest editors for a special section on “Health, Technology, & Behavior Science” in Perspectives on Behavior Science. The aim of this section is to provide reviews and empirical research that integrates the latest technological innovations and behavior science. The contributors in this special section demonstrate that behavior science can aid an understanding of why people do or do not engage in a healthy lifestyle and help identify what is needed to design a successful health behavior intervention through the use of technology

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The relative importance of healthy food labels when shopping for groceries online

Healthy food labels are popular tools to encourage consumers to make healthier food choices. This study, published in Procedia Computer Science, explores how online grocery shopping decisions is influenced by healthy food labels. A conjoint study with 111 participants discovered that factors, such as price, brand and country of origin, had a stronger impact on purchase decisions than healthy food labels. Still, the presence of a healthy food label increased the likelihood of a product being selected. Results of the study also show gender differences, as healthy food labels had a stronger impact on female consumers. These findings present the opportunities to enhance the effectiveness of healthy food labels in influencing consumers food choices. It is evident that simply presenting healthy food labels on products is equally beneficial for consumers, manufacturers, and policymakers alike.