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Study 3: What’s behind the Keyhole

In: Misleading Marketing Communication

Author

Listed:
  • Viktor Smith

    (Copenhagen Business School)

  • Daniel Barratt

    (Copenhagen Business School)

  • Peter Møgelvang-Hansen

    (Copenhagen Business School)

  • Alexander U. Wedel Andersen

    (Woba.io)

Abstract

The chapter reports an experimental study based on the ShopTrip set-up which explores the effect of the Nordic Keyhole nutrition label on consumers’ purchasing decisions and post-shopping expectations. The results indicate that the presence of the Nordic Keyhole label on the packaging front tends to prompt health-oriented consumers to choose the corresponding product even in such cases where the alternative products available on the shelf are equally consistent with the Keyhole criteria. Moreover, the reasons subsequently stated by these consumers for expecting the Keyhole product to be healthier were for the most part inconsistent with both the declared product facts and the exact Keyhole criteria in force for the product categories in question.

Suggested Citation

  • Viktor Smith & Daniel Barratt & Peter Møgelvang-Hansen & Alexander U. Wedel Andersen, 2022. "Study 3: What’s behind the Keyhole," Springer Books, in: Misleading Marketing Communication, chapter 0, pages 63-78, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-11206-5_6
    DOI: 10.1007/978-3-031-11206-5_6
    as

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