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 gone healthier, and along with this propensity lots of food products seem to appear healthier than before to meet their consumers’ wants and needs. In this paper, three experiments were conducted to find out if this propensity is true and furtherly to discover the effective way of using healthy framings(functionally healthy framing vs. hedonically healthy framing) on foods(healthy categorized food vs. unhealthy categorized food). The results revealed that people infer and perceived positively with the one that is framed functionally healthy vs. hedonically healthy for healthy categorized food. On the other hand, unhealthy categorized food were more preferable when it was portrayed to be hedonically healthy. These results of inference and actual perceivedness were also found to be positively influence on consumers’ choice and purchase intention on each foods as well.