<abstract xmlns="http://www.w3.org/1999/xhtml"><p> Consumers often choose virtue food to attain health goals and vice food to achieve indulgence goals. However, food and beverage companies have begun to nullify the vice and virtue categories by bundling vice and virtue ingredients into a single item (e.g. Yogurt with Oreo topping). This research contrasts how consumers from Asian and Western cultures evaluate such vice/virtue food bundles. Building on the perceptual processes and regulatory focus literatures, two cross-cultural experiments using participants in Thailand and the U.S. shows that Westerners prefer virtue-heavy bundles to vice-heavy bundles while Asians show similar preference across both types of bundle. Process measures revealed that Asians perceive greater fit between vice and virtue components in the bundles than Westerners and this perceived fit mediates the effect of culture on their food choice. Study 2 reveals the boundary condition. Specifically, when regulatory focus was manipulated, the effect of culture is no longer significant. The findings provide managerial implications for food and beverage companies as well as contributions to consumer behavior literature.</p></abstract>

Consumers often choose virtue food to attain health goals and vice food to achieve indulgence goals. However, food and beverage companies have begun to nullify the vice and virtue categories by bundling vice and virtue ingredients into a single item (e.g. Yogurt with Oreo topping). This research contrasts how consumers from Asian and Western cultures evaluate such vice/virtue food bundles. Building on the perceptual processes and regulatory focus literatures, two cross-cultural experiments using participants in Thailand and the U.S. shows that Westerners prefer virtue-heavy bundles to vice-heavy bundles while Asians show similar preference across both types of bundle. Process measures revealed that Asians perceive greater fit between vice and virtue components in the bundles than Westerners and this perceived fit mediates the effect of culture on their food choice. Study 2 reveals the boundary condition. Specifically, when regulatory focus was manipulated, the effect of culture is no longer significant. The findings provide managerial implications for food and beverage companies as well as contributions to consumer behavior literature.

Sugar in disguise or healthy indulgence: A cross-cultural comparision of the perceptions of dietary vice/virtue bundles

State University of New York at Oswego, New York, United States

State University of New York at New Paltz, New York, United States

Management & Marketing

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Consumers often choose virtue food to attain health goals and vice food to achieve indulgence goals. However, food and beverage companies have begun to nullify...

Sugar in disguise or healthy indulgence: A cross-cultural comparision of the perceptions of dietary vice/virtue bundles

Publié en ligne: 10 août 2016

Pages: 410 - 430

DOI: https://doi.org/10.1515/mmcks-2016-0006

Mots clés
food consumption, guilt, hedonic consumption, goal conflict, product bundles

© 2016

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Sugar in disguise or healthy indulgence: A cross-cultural comparision of the perceptions of dietary vice/virtue bundles

Publié en ligne: 10 août 2016

Pages: 410 - 430

DOI: https://doi.org/10.1515/mmcks-2016-0006

Mots clésfood consumption, guilt, hedonic consumption, goal conflict, product bundles

© 2016

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Mots clés
food consumption, guilt, hedonic consumption, goal conflict, product bundles