The Influence of Consumption Context on Indulgent Versus Healthy Yoghurts: Exploring the Relationship between the Associated Emotions and the Actual Choices

This work examines the associated emotions of consumers transmitted from extrinsic attributes (fat-related nutrition claims (full-fat, low-fat, and fat-free) ingredient features (plain, berries, double chocolate chunk)) labelled on yoghurt packages. It differentiates by consumption context (health versus indulgent) at time survey studies relationship between (e.g., positive negative) attached to actual choices. The research was conducted in Netherlands 2019, with 209 regular yoghurt. Participants were divided into two treatments according each a control group (no context); they instructed imagine purchasing consume it as healthy snack or dessert received no instructions. After choosing their preferred option discrete choice experiment, participants indicated how made them feel list emotions. results revealed significant differences emotional profiles for (low-fat) yoghurts berries negative less alternatives (full-fat) chunk sensory features. findings random parameter logit model showed that who continuously chose same type all tasks selected mostly rather than overall suggest affect However, mainly affected context.