No evidence that consumption and reward words on labels increase the appeal of bottled water
No evidence that consumption and reward words on labels increase the appeal of bottled water
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DOI：
10.1016/j.foodqual.2021.104403
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发表时间：
2021-10-02
影响因子：
5.3
通讯作者：
Papies, Esther K.
中科院分区：
文献类型：
--
作者：
Claassen, Maria Almudena;Rusz, Dorottya;Papies, Esther K.
许多人从含糖饮料（SSB）中摄入过多的糖，而喝水则会受益。先前的研究表明，口味和奖励期望在食物和饮料的选择中起着关键作用，并且从消费和享受的角度考虑饮料（即，模拟）预测欲望和摄入量。在这里，我们研究了使用消费和奖励词的标签是否增加了水的吸引力。在三个预先注册的实验中，我们对SSB的普通消费者（N =1355）进行了研究，我们展示了许多不同的虚构水品牌标签，其中包含与水的奖励消费体验相关的单词（例如，“清爽”、“凉爽”），并采用传统的水描述，强调其来源和纯度，或仅使用品牌名称。我曾以水为乐，以水为乐，以水为乐。1，2，3），模拟饮用水，和水的吸引力（实验。第2和第3段）。与我们的预期相反，带有消费和奖励标签的沃茨并没有比带有传统标签的沃茨得到更好的评价，但两者都比只有品牌标签的水得到更高的评价。我们的研究结果表明，水的吸引力不能简单地通过强调奖励消费体验，通过语言，可能是因为消费者可能有一个相对固定的水的味道和感觉。未来的研究可以测试包括更强的感官信息（如图像）的干预措施，以增加SSB消费者对水的吸引力。
Many people consume too much sugar from sugar-sweetened beverages (SSBs) and would benefit from drinking water instead. Previous research has shown that taste and reward expectations play a key role in food and drink choices, and that thinking about drinks in terms of consuming and enjoying them (i.e., simulations) predicts desire and intake. Here, we examined whether labels using consumption and reward words increased the appeal of water. In three pre-registered experiments with regular consumers of SSBs (N =1355), we presented numerous different labels of fictitious water brands with words related to the rewarding consumption experience of water (e.g., "refreshing", "cool"), with conventional descriptions of water that emphasised its origin and purity, or with brand names only. We assessed anticipated reward of water, desire for water (Exp. 1, 2, 3), simulations of drinking water, and water attractiveness (Exp. 2 and 3). Contrary to our expectations, waters with consumption and reward-focused labels were not rated more favourably than waters with conventional labels, but both were rated higher than brand-only labels. Our findings suggest that the appeal of water cannot easily be increased by emphasising the rewarding consumption experience through language only, possibly because consumers may have a relatively fixed representation of what water tastes and feels like. Future research could test interventions that include stronger sensory information such as images to increase the appeal of water among SSB consumers.