Georgia S. Papoutsi, Stathis Klonaris and Andreas Drichoutis
The purpose of this paper is twofold: first, to evaluate the claim that consumers are willing to compromise on taste in order to obtain the potential health benefits from…
Abstract
Purpose
The purpose of this paper is twofold: first, to evaluate the claim that consumers are willing to compromise on taste in order to obtain the potential health benefits from functional snacks; and second, to investigate the effect of expectations for the snacks, blind tasting and product information on hedonic judgments and willingness to pay (WTP).
Design/methodology/approach
A sample of 160 subjects was recruited to participate in a lab experiment that combined hedonic evaluations and a series of non-hypothetical second-price Vickrey auctions, under blind or informed tasting conditions. Participants were also asked to complete a questionnaire about consumer preferences, purchasing habits and demographics.
Findings
Results indicate that tasting and information have economically and statistically significant effects on overall food assessment with respect to prior product expectations. Provision of information regarding functional food components shortly before consumption makes consumers less strict on their taste evaluation and increases their WTP. This indicates that consumers are willing to partly sacrifice the pleasure of taste in order to improve the healthfulness of their diet. When information is provided after taste, it only exerts influence with respect to the carob-based snack. Furthermore, blind tasting has a negative effect on liking, irrespective of the product being evaluated. Finally, the econometric results reveal that older respondents tend to bid higher for functional snacks.
Originality/value
This study contributes to the existing literature not only on the basis of the novelty of results but also on the methodological front, since it showcases the combined use of hedonic tests and auctions with real monetary incentives as a state of the art technique on eliciting consumers’ overall assessment for functional snacks. It also highlights important elements in the toolkit that marketers can use to influence products’ perceived health benefits, and thus consumption choices.
Details
Keywords
Rosa Rodrigues, Ana Junça-Silva, Cláudia Lopes and Diogo Espírito-Santo
This study relied on the affective events theory to test the mediating role of the ratio of emotions in the relationship between employees' perceived leadership effectiveness and…
Abstract
Purpose
This study relied on the affective events theory to test the mediating role of the ratio of emotions in the relationship between employees' perceived leadership effectiveness and their well-being at work.
Design/methodology/approach
A quantitative methodology was used, based on a deductive approach of a transversal nature. Data were collected from a convenience sample consisting of 255 working adults.
Findings
Structural equation modeling results demonstrated that perceived leadership effectiveness positively influenced well-being and the ratio of emotions, showing that when employees perceived their leader as effective, they tended to experience more positive emotions and less negative ones (as indicated by a positive ratio). Furthermore, the results supported the hypothesis that perceived leadership effectiveness influenced well-being through increases in the ratio of emotions.
Research limitations/implications
The nature of the sample makes it impossible to generalize the results. Also, the fact that the questionnaires were self-reported may have biased the results because only the employees' perception of the variables under study was known.
Practical implications
This study highlights the fact that perceived leadership effectiveness can be seen as an affective event that triggers positive and negative emotional responses at work, which, in turn, will have an impact on employee well-being.
Originality/value
An effective leadership style has been shown to be pivotal in reducing the prevalence of negative emotions within a team. When leaders foster a welcoming work environment where team members enjoy their roles, it often results in heightened positive emotions and overall well-being.