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Article
Publication date: 22 February 2021

Tong Chen, Gnel Gabrielyan, Mitsuru Shimizu and Ping Qing

The purpose of this research is to investigate how biofortification claims impact consumer food taste inference and purchase intention. Based on the halo effect, the authors…

621

Abstract

Purpose

The purpose of this research is to investigate how biofortification claims impact consumer food taste inference and purchase intention. Based on the halo effect, the authors propose that food products with biofortification claims are inferred to taste better than regular foods. Due to this inference, biofortification claims subsequently improve purchase intention.

Design/methodology/approach

To examine these predictions, the authors conducted three between-subject design lab experiments featuring three staple foods: corn soup (β-carotene biofortification claim present or not), cooked rice (zinc biofortification claim present or not) and uncooked rice (zinc biofortification claim present or not). Participants were randomly assigned to one of two bioproduction claim conditions (present vs absent). Then, taste inference, purchase intention, consumer characteristics and confounding variables were measured.

Findings

In Experiment 1, the results showed that biofortification claims indeed appeared to evoke a heuristic halo effect, in which foods with biofortification claims were inferred to taste better than regular food. In Experiment 2, the results showed that participants had more intention to purchase foods with biofortification claims than regular food. The mediation effect of taste inference between biofortification claims and purchase intention was examined. In Experiment 3, the data further showed that this halo effect was more pronounced when consumers held a higher preference (vs lower preference) for the enriched nutritional element.

Originality/value

Biofortification claims have commonly been viewed solely as information about nutrition value for consumers. However, little is known about how biofortification claims impact hedonic consumer expectations. In this paper, the authors find that biofortification claims alone can impact consumer food taste inference, as nutritional information is not related to actual food taste. These findings extend the authors’ understanding of the psychological mechanism behind consumer attitudes towards biofortification.

Details

British Food Journal, vol. 123 no. 9
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 16 November 2015

David R. Just, Ozge Sigirci and Brian Wansink

The purpose of this paper is to determine if the level of payment required for consumption changed the relationship between a consumer’s overall evaluation of a hedonic…

1280

Abstract

Purpose

The purpose of this paper is to determine if the level of payment required for consumption changed the relationship between a consumer’s overall evaluation of a hedonic consumption experience and the evaluation of first, middle, last piece and peak consumption experiences.

Design/methodology/approach

Diners at an all-you-can-eat restaurant were either charged $4 or $8 for an Italian lunch buffet. Their taste, satisfaction and enjoyment evaluation of each piece of pizza they had was taken along with other measures of behavior and self-perceptions. Using regression analysis, we examine the relationship between these single event evaluations and their overall evaluations of the experience.

Findings

For the diners who paid $4 for their buffet, overall taste, satisfaction and enjoyment evaluation depend on the taste of the last piece of the pizza and the peak taste consistent with prior findings. For those paying $8 for the buffet, the first piece of pizza is more important in predicting the overall taste, satisfaction and enjoyment ratings.

Practical implications

Consumers do not evaluate their meal experience based on every moment of their experience. Rather, just a few moments appear to impact overall evaluation. Firms that sell access to a series of experiences, such as an all-you-can-eat buffet, should focus on leading customers to the best experience first particularly when prices may be considered moderate to high.

Originality/value

In this paper, we seek to unravel the relationship between price paid and the peak-end heuristic by examining the importance of peak and end experiences under two different pricing regimes. Our study also indicates that the peak-end rule may depend on specific contextual factors.

Details

Journal of Product & Brand Management, vol. 24 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Available. Open Access. Open Access
Article
Publication date: 20 May 2021

Nariakira Yoshida, Mitsuru Matsuda and Yuichi Miyamoto

The primary research question in this study concerns the establishment of a platform for intercultural collaborative lesson study, which promotes reciprocal dialogue between…

1976

Abstract

Purpose

The primary research question in this study concerns the establishment of a platform for intercultural collaborative lesson study, which promotes reciprocal dialogue between culturally distinctive educational research groups. Therefore, this study aims to introduce a case of intercultural collaborative lesson study projects between Hiroshima University and Leipzig University and to illustrate the issues in intercultural collaborative lesson study.

Design/methodology/approach

This study reconstructed the sequence of the project as a case under the narrative structure. Data were retrieved from a collaborative project between Hiroshima University and Leipzig University, which corresponds to the theoretical framework, as they represent a clear cultural contrast. The description of the project is reconstructed and reduced into a linear storyline of procedure.

Findings

This study identifies three key issues: (1) sharing data and culture, (2) visualising methodology and process, and (3) responding to research questions and answers.

Research limitations/implications

This platform does require one cultural group neither throwing their own norms away nor creating an utterly new paradigm beyond their own cultures. It is a place “between” original places that enables groups to capture their own culture and another culture, which does not compel to change but effectively allows reflection and changing themselves.

Originality/value

Although several transcultural reports find that one cultural asset is imported and exported, the arena of bi-directional intercultural dialogue remains undeveloped. The collaborative project between Hiroshima and Leipzig is then introduced and examined to overcome the current problems in transnational lesson study.

Details

International Journal for Lesson & Learning Studies, vol. 10 no. 3
Type: Research Article
ISSN: 2046-8253

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Article
Publication date: 5 January 2015

Eiji Oyamada

– The purpose of this paper is to analyze recent Japanese corruption prevention mechanisms and assess the efforts of the Japanese government in winning public trust.

1162

Abstract

Purpose

The purpose of this paper is to analyze recent Japanese corruption prevention mechanisms and assess the efforts of the Japanese government in winning public trust.

Design/methodology/approach

This paper discusses public sector corruption in Japan at an institutional level through a study of its features and current status. It then analyzes and evaluates the effectiveness of corruption prevention measures and the public perceptions of these measures. The paper concludes with a discussion on whether such measures can be adopted by other countries.

Findings

Recent preventive measures in Japan are effective in decreasing corruption opportunities, but not in enhancing the public trust of the government. Major findings are: first, Japan is the only Asian country without a dedicated anti-corruption agency (ACA); second, there is more emphasis on corruption prevention in the anti-corruption measures; third, the government is concerned with initiating measures to prevent the further erosion of public trust when corruption occurs; fourth, while preventive measures such as public disclosure and whistle-blower protection acts are in place, public awareness of their existence is still lacking and the usage of these systems is limited; fifth, more efforts are placed on prevention through the promotion of government transparency and accountability and public sector ethics education rather than penalizing the corrupt offenders; and sixth, though efforts to minimize amakudari practices are made, lack of political will and its sustainability prevents further reform.

Originality/value

This paper will be useful for scholars, policy-makers, and anti-corruption practitioners interested in learning how Japanese government practices prevent corruption.

Details

Asian Education and Development Studies, vol. 4 no. 1
Type: Research Article
ISSN: 2046-3162

Keywords

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