It is always nice to see a post about a recent Journal of Retailing article, "Decoding consumer resistance to near-expired products: The role of social stereotyping", by Yongheng?Liang, Yunlu?Yin?and Qian?Xu? (https://lnkd.in/eYubMZRk) Thank you Erik Hermann for the exposure ?? https://lnkd.in/ec4B7Sz2
Permanent Affiliate Professor of Marketing | AI (for Social Good) Researcher | Academic Director Master in International Sales Management
Healthier #food is always better?! Would you agree? Most probably. However, perceived #healthiness of food can also backfire: in the case of "about-to-expire" food. Why? Since #consumers hold a lay theory that healthy food expires more quickly as Jeehye Kim, Young Eun Huh, and?Brent?McFerran in their latest Journal of Marketing paper find. 1) Portraying food as healthy increases consumers' perception that it expires quickly, particularly, when consumers they hold this lay theory strongly or have a low level of knowledge about food #expiration. 2) This lay theory leads consumers to avoid consuming healthy (vs. non-healthy) about-to-expire food, which in turn increases disposal intentions and decreases preferences. What can companies / #retailers do? a) Use suitable #salespromotions taking into account that consumers prefer different types of sales promotions and require different magnitudes of price discounts for healthy (vs. non-healthy) about-to-expire food However, in light of the recent Journal of Retailing study by Lang et al. showing consumers' reluctance to purchase near-expired products due their concern of being stereotyped as stingy, consumers should be imbued with socially desirable characteristics such as being proenvironmental and smart consumers. b) Use expiration date labels that provides unambiguous guidance (i.e., “consume by”). Study links in the first comment.