文献类型：期刊文献

英文题名：Bring it on! Package shape signaling dominant male body promotes healthy food consumption for male consumers

作者：Qian, Da[1];Yan, Haifeng[1];Pan, Li[2];Li, Ou[3,4]

机构：[1]East China Univ Sci & Technol, Sch Business, Dept Business Adm, Shanghai, Peoples R China;[2]Zhejiang Normal Univ, Sch Econ & Management, Dept Business Adm, Jinhua, Peoples R China;[3]Hangzhou Normal Univ, Alibaba Business Sch, Hangzhou, Peoples R China;[4]Hangzhou Normal Univ, Alibaba Business Sch, 2318 Yuhangtang Rd, Hangzhou 311121, Peoples R China

年份：2023

卷号：40

期号：8

起止页码：1451

外文期刊名：PSYCHOLOGY & MARKETING

收录：;WOS:【SSCI(收录号:WOS:000991477900001)】；

基金：National Natural Science Foundation of China,Grant/Award Number: 71972072; Philosophyand Social Science Foundation of Shanghai,Grant/Award Number: 2018BGL028;Fundamental Research Funds for the CentralUniversities, Grant/Award Number:JKN02232205; Research Project of ZhejiangFederation of Humanities and Social Sciences,Grant/Award Number: 2023B027

语种：英文

外文关键词：anthropomorphic package; competitive and cooperative mindset; dominant body; healthy food consumption; intrasexual competition

摘要：Although the effects of product packaging on food healthiness and product/brand anthropomorphism on consumer response have been extensively studied, there has been little attention paid to how anthropomorphizing the package could potentially bias consumers' perception of food healthiness and subsequent consumption. Drawing on theory from evolutionary psychology, the current paper proposes that package signaling a dominant male body (vs. nondominant package) promoted healthy food consumption among males rather than female consumers. In a field study (Study 1), preliminary real-world evidence was collected that showed that both genders perceived food as healthier when it was packaged in a dominant (vs. nondominant) package. However, in terms of food content satisfaction, only males reported more satisfaction when exposed to the dominant (vs. nondominant) package, and this effect was not observed for unhealthy food. Next, two lab experiments directly assessed the impact of package dominance on male consumers' purchase intention of healthy food products and found that intrasexual competition underlies such effect (Studies 2 and 3). These findings were contingent on individual differences in competitive mindset (Study 4); competitive (vs. cooperative) consumers were more inclined to pay a premium for healthy food within dominant package. Our work adds to the growing body of literature on anthropomorphic package by highlighting the influential role of package dominance on healthy food consumption. Marketers selling healthy food may adopt a dominant (i.e., V-shaped package) to communicate the product's healthiness and promote consumption for male consumers.