Extra Words, Extra Worth? Exploring the Impact of Hedonic, Health and Naturalness Cues in Online Food Product Names
This study presents an investigation of the effects of hedonic, health, and naturalness cues in product names on consumer perceptions and product evaluations in online grocery shopping, specifically as regards yogurt. Analysis reveals that hedonic (enjoyability) cues are the primary drivers of consumer evaluations and willingness to pay and significantly enhance product appeal. Although the health and naturalness cues communicated are noticeable, they do not increase the impact of hedonic cues and, in some cases, hinder it. This highlights the need for marketing strategies to prioritize hedonic attributes in product naming and to be more closely aligned with consumer preferences for enjoyment to improve both the marketability of healthier and more sustainable food choices and consumer satisfaction.