Misleading Marketing Communication : Assessing the Impact of Potentially Deceptive Food Labelling on Consumer Behaviour / Viktor Smith , Daniel Barratt
Publication year: 2022
ISBN: 978-3-031-11206-5
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Presenting four complementary experimental studies targeting recurrent grey-zone scenarios on the Danish food market, the book illustrates the potential of the so-called ShopTrip test paradigm which simulates and registers real-life e-shopping behaviour as it unfolds while yielding new types of data against which opposing assessments of potential misleadingness can be matched. The results are discussed in the light of possible paths of theoretical explanation and implications for future regulative practices, including companies’ self-regulation.
Subject: Business, Marketing, Business and Management, Food marketing, Consumer decision-making, Product packaging design, E-commerce, Origin marketing, Visual communication, Multimodal communication
