A Crunchy or Light Caesar Salad? The Effect of Indulgent vs. Health-focused Labeling on Menus on Consumers’ Intention to Order.

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dc.contributor.advisorSpeed, L.J.
dc.contributor.advisorLiesenfeld, A.M.
dc.contributor.authorAlderen, M.P.G. van
dc.date.issued2023-06-30
dc.description.abstractDescribing healthy options with similar exciting and indulgent language may change consumers’ perception and perceived attractiveness of the meal, since the type of language used in food descriptions could activate a desire within consumers that causes them to activate reward signals in the brain. Therefore, the present study aims to examine how Dutch natives responded to different types of languages in descriptions (indulgent, health-focused and neutral) on menus of restaurants in terms of their intention to order and whether this differs for unhealthy and healthy options on the menu. To research this, a quantitative, within-subject study was performed, asking participants to rate descriptions of five healthy and five unhealthy meals in terms of intention to order. Randomized across participants, each meal was described with either indulgent, health-focused or neutral language. Results found health-focused language to lead to a lower intention to order compared to neutral and indulgent language. This did not differ between healthy and unhealthy meals.
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/14817
dc.language.isoen
dc.thesis.facultyFaculteit der Letteren
dc.thesis.specialisationspecialisations::Faculteit der Letteren::Bachelor Communicatie- en Informatiewetenschappen::International Business Communication
dc.thesis.studyprogrammestudyprogrammes::Faculteit der Letteren::Bachelor Communicatie- en Informatiewetenschappen
dc.thesis.typeBachelor
dc.titleA Crunchy or Light Caesar Salad? The Effect of Indulgent vs. Health-focused Labeling on Menus on Consumers’ Intention to Order.
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