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Stijn Maesen, KULeuven Print
Friday, 19 January 2018, 09:30 - 10:45

Recruitment Seminar - Marketing Management

Stijn Maesen, KULeuven

Going Healthy: When does Adding a Health Symbol Improve or Harm Product Performance? (joint with Anne ter Braak, Lien Lamey and Léon Jansen)

Abstract: One of the most salient trends in grocery retailing is the growing consumer health consciousness. In response, more and more manufacturers and retailers are adopting health symbols, which simplify nutritional facts, to communicate about the healthiness of their products. This study examines the performance implications of adding a front-of-pack health symbol to a food product, using grocery sales data. Our results indicate that (i) health symbols harm product performance in unhealthy categories, whereas they help product performance in healthy categories, and that (ii) the impact varies depending on product characteristics such as the presence of front-of-pack claims. 

Location: R42.2.113
Contact: Nancy De Munck - This e-mail address is being protected from spam bots, you need JavaScript enabled to view it