名符其「食」？名不符「食」？產品營養成分標示、
食物種類與調節焦點對產品評價的影響

摘要
食品包裝不僅提供消費者在購物時的資訊參考，也影響消費者對產品的評價。本研究探討行銷人員如何能夠在不同食品種類(健康vs. 不健康)及調節焦點(促進 vs. 預防)情況下，應當使用科學名詞或俗稱來增加產品的說服力。以解釋水平理論為基礎，本研究將透過兩個實驗來檢視在健康產品和預防焦點下，呈現食品成分以科學名詞比起俗稱更具說服力，而在不健康產品和促進焦點下，成分以俗稱比起科學名詞更有說服力。在促進焦點下推廣健康食品或在預防焦點下推廣不健康食品，成分以科學名詞或俗稱在產品說服力則無異。本研究提出感知罪惡感及感知效能來作為解釋不健康及健康食品在不同成分名稱與調節焦點背後的行為機制。此次研究結果提供行銷人員在不同產品類別下選擇適合成分標示的參考依據。



關鍵字：成分名稱、食物類別、調節焦點、感知罪惡感、感知效能、解釋水平理論

Is Scientific or Common Name Better for Food Promotion? Ingredient Name Decision Depends on Food Type and Regulatory Focus

ABSTRACT
Food packaging provides information on the point-of-sale, delivers product images, and influences consumers’ product evaluation. Drawing from the Construal Level Theory, this research examines how marketers should choose between common and scientific names for their food ingredients under circumstances of different food types (vice vs. virtue) and regulatory focus (promotion vs. prevention) being used. The results based on two experiments show that a scientific name is more persuasive when the food is framed in virtue than vice with prevention focus. However, a common name works better than a scientific name when the food is framed in vice than virtue with promotion focus. The choice of ingredient name (common or scientific) does not matter when the food is vice for people with a prevention focus; or when food is virtue for people with a promotion focus. This research further proposes that perceived guilt and perceived efficacy serves the underlying mechanism to respectively explain consumer perception of ingredient name on product evaluation for vice and virtue foods. The findings provide important insights for marketers to choose the right nutrition ingredient name to promote their foods.



Keywords: ingredient name, food type, regulatory focus, perceived guilt, perceived efficacy, construal level theory

TABLE OF CONTENTS

Thesis Validation Letter ……………………………………………………………. i
Acknowledgements ………………………………………………………………….. ii
Abstract (Chinese) ………………………………………………………………...... iii
Abstract (English) …………………………………………………………………... iv
Table of Contents …………………………………………………………………… v
Table of Figures …………………………………………………………………...... ix
Table of Tables ……………………………………………………………………… xi

Chapter 1 Introduction …………………………………………………………...... 1
1.1 Preamble ………………………………………………………………………..... 1
1.2 Research Background ……………………………………………………………. 1
1.3 Research Motivation ……………………………………………………………... 4
1.4 Research Objective and Questions ……………………………………………. 6
1.5 Thesis Structure ………………………………………………………………….. 7

Chapter 2 Literature Review ………………………………………………………. 9
2.1 Preamble ………………………………………………………………………..... 9
2.2 Ingredient Name on Food Marketing Communication ………………………. 9
2.2.1 Common vs. Scientific Name as Ingredient Information Presentation . 9
2.3 Food Type—Vice Food vs. Virtue Food ……………………………………….... 11
2.3.1 Consumer Perception on Vice and Virtue Food ………………………… 12
2.3.2 Vice Food and Guilt ……………………………………………………….. 16
2.3.3 Virtue Food and Perceived Efficacy ………………………………………. 17
2.4 Regulatory Focus ………………………………………………………………… 18
2.4.1 Regulatory Focus Theory ………………………………………………….. 18
2.4.2 Chronic Regulatory Focus and Situational Regulatory Focus ………… 21
2.4.3 Regulatory Fit ……………………………………………………………… 22
2.5 Construal Level Theory ………………………………………………………….. 26
2.6 Chapter Summary ……………………………………………………………….. 29

Chapter 3 Hypotheses and Framework …………………………………………… 30
3.1 Preamble ………………………………………………………………………..... 30
3.2 Research Hypotheses …………………………………………………………….. 30
3.2.1 Impacts of Ingredient Name on Food Evaluation ……………………….. 30
3.2.2 Three-way Interaction Effect among Ingredient Name, Food Type and Regulatory Focus
…………………………………………………………................................ 31
3.2.2.1 Vice Food Advertising ……………………………..…………….... 31
3.2.2.2 Virte Food Advertising ……………………...……..………………. 33
3.2.3 Research Framework ………………………………………………………. 35
3.2.4 Perceived Guilt and Perceived Efficacy as the Underlying Mechanism . 35
3.2.4.1 Perceived Guilt as the Underlying Mechanism in Vice Food Evaluation
............…………………………………………………………........ 36
3.2.4.2 Perceived Efficacy as the Underlying Mechanism Virtue Food Evaluation
……………………………………………………............……........ 37
3.2.5 Chapter Summary ………………………………………………………….. 38

Chapter 4 Study 1 and Results …………………………………………………….. 39
4.1 Overview of Studies ……………………………………………………………... 39
4.2 Study 1 …………………………………………………………………………… 39
4.2.1 Overview …………………………………………………………………... 39
4.2.2 Method …………………………………………………………………….. 39
4.2.3 Manipulations of Independent Variables ………………………………….. 42
4.2.4 Measures …………………………………………………………………… 45
4.2.5 Results ……………………………………………………………………... 47
4.2.6 Discussion …………………………………………………………………. 51
4.2.7 Chapter Summary ………………………………………………………….. 52

Chapter 5 Study 2 and Results …………………………………………………….. 53
5.1 Study 2 …………………………………………………………………………… 53
5.1.1 Overview …………………………………………………………………... 53
5.1.2 Method …………………………………………………………………….. 53
5.1.3 Manipulations of Independent Variables ……………………………….. 54
5.1.4 Measures …………………………………………………………………… 58
5.1.5 Results ……………………………………………………………………... 60
5.1.6 Discussion …………………………………………………………………. 68
5.1.7 Chapter Summary ………………………………………………………….. 69

Chapter 6 Conclusion …………………………………………………………......... 72
6.1 Preamble …………………………………………………………………………. 72
6.2 General Discussion ………………………………………………………………. 72
6.3 Research Contributions ………………………………………………………….. 73
6.3.1 Theoretical Contributions ……………………………………….…………. 73
6.3.2 Managerial Contributions ……………………………………….…………. 75
6.4 Limitations in Current Research …………………………………………………. 76
6.5 Direction for Future Research …………………………………………………… 76
6.6 Final Reflection ………………………………………………………………….. 78
References …………………………………………………………………………… 79
Appendices …………………………………………………………………………... 97

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