Purpose – This study aims to explore the reaction of consumers to a new package design through differing levels of experience. It examines how consumers' expectation of product quality change as the consumer's experience with the package moves from indirect to direct....

Purpose: The purpose of this paper is to evaluate how service perceptions influence customer views of the authenticity of corporate sustainability claims. The goal of this paper is to help supply chain decision-makers better understand boundary conditions in order to design more enduring and...

Purpose: This paper aims to investigate inferences consumers make about organic and all-natural labeled products in both food and non-food contexts using the health halo effect as a theoretical foundation. Design/methodology/approach: This paper uses three experiments to test the effects of...

Purpose: The purpose of this study is to examine the usefulness of disgust imagery in a nonprofit organization context as one part of the broader social marketing paradigm. Design/methodology/approach: An experiment was conducted in the child victim segment of the market using disgust and...

Purpose: Past research has demonstrated a health halo for food product labels (e.g. organic), resulting in inflated perceptions of a product’s healthfulness (e.g. low fat). While past studies have focused on labeling and related health claims, the health halo of brand names has scarcely been...