The effect of mental availability on snack food choices
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(Published version)
Date
2021
Authors
Stocchi, L.
Kemps, E.
Anesbury, Z.
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Journal article
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Journal of Retailing and Consumer Services, 2021; 60(102471):1-12
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Abstract
This research evaluates how mental availability affects consumer choice of specific branded packaged snacks versus unbranded non-packaged snacks. Mental availability captures the probability of concepts coming to mind when making decisions. Concepts nested within a broad network of memory associations (e.g., those created by marketing for branded packaged goods) are more likely to come to mind and be chosen - potentially disadvantaging unbranded non-packaged foods. However, our research shows that some unbranded non-packaged snacks actually have greater mental availability and are more likely to be chosen, countering concerns over the detrimental effect of marketing food and inadvertently encouraging sub-optimal choices. The effect of mental availability holds when taking into account established drivers of snack food choice, such as hunger, self-control and past behavior.
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Data source: , https://doi.org/10.1016/j.jretconser.2021.102471
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Copyright 2021 Elsevier
Access Condition Notes: Accepted manuscript available after 1 April 2024