Strategic use of just-below numbers in packaged-foods calorie information

Recent research has shown that health-motivated consumers perceive foods with calorie values just below a round 0-ending number (e.g., with 9 endings) as having relatively fewer calories and thus greater appeal. To the extent that brand managers are aware of this left-digit effect, we might expect t...

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Veröffentlicht in:	Marketing letters 2023-06, Vol.34 (2), p.237-250
Hauptverfasser:	Schindler, Robert M., Isaac, Mathew S., Wang, Rebecca Jen-Hui
Format:	Artikel
Sprache:	eng
Schlagworte:	Brands Business and Management Calories Consumers Food Healthy food Marketing Nutrition Policy making Strategic management Values
Online-Zugang:	Volltext
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