Marketing placebo effect on consumption of reduced-sugar labeled products
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 13 July 2023
Issue publication date: 9 January 2024
Abstract
Purpose
The purpose of this study is to enhance the understanding of the marketing placebo effect (MPE) by proposing and empirically testing a model of antecedents and consequences of MPE for reduced-sugar labeled products in the food industry.
Design/methodology/approach
An online survey was conducted on a sample of 409 consumers to collect data on their health consciousness, sugar-induced anxiety, self-congruity, fresh start mindset and MPE of reduced front-of-pack sugar labeling in food products. Structural equation modeling (SEM) was used to analyze the data and test the hypotheses.
Findings
The results highlight the sugar-induced anxiety as the most pronounced determinant for the proposed placebo effect. Health consciousness was observed to indirectly influence the MPE via mediators (sugar-induced anxiety and self-congruity). Furthermore, the supporting role of the fresh start mindset moderates the relationships between health consciousness, sugar-induced anxiety, self-congruity and the MPE.
Research limitations/implications
This study is one of the few to investigate the moderating effects of having a fresh start mindset on the MPE of reduced-sugar labeled products. Moreover, the study contributes to the growing body of research on the indirect effects of health consciousness on consumer behavior, highlighting the important role of emotional (anxiety) and self-congruity factors in shaping the MPE toward reduced-sugar labeled products.
Practical implications
By understanding the complex interplay between the variables of the antecedents and consequences of MPE for reduced-sugar labeled products, which engenders consumer attitude and belief about sugar intake, marketers and policymakers can develop more effective campaign strategies to promote such products and, consequently, a healthy diet and lifestyle.
Originality/value
This study is one of the few to investigate the moderating effects of the fresh start mindset on the MPE of reduced-sugar labeled products. Moreover, the study contributes to the growing body of research on the indirect effects of health consciousness on consumer behavior, highlighting the critical role emotional (i.e. anxiety) and cognitive (i.e. self-congruity) factors play in shaping the outcome of the MPE of reduced-sugar labeling in products.
Keywords
Acknowledgements
The authors acknowledge the funding support by the University of Macau (MYRG2020-00129-FBA) and Education Fund of the Macao SAR (Grant number: CP-UMAC-2021-05).
Citation
Huang, L., Song, X. and Liu, M.T. (2024), "Marketing placebo effect on consumption of reduced-sugar labeled products", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 1, pp. 148-166. https://doi.org/10.1108/APJML-10-2022-0864
Publisher
:Emerald Publishing Limited
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