How Product Type and Organic Label Structure Combine to Influence Consumers’ Evaluations of Organic Foods
研究发现，有机标签的结构（产品级 vs. 成分级）会影响消费者对不健康食品的评价，成分级标签能减轻负面效应，但对健康食品无影响。
This research finds that how a firm conveys a food’s organic nature through an organic label impacts consumers’ evaluation of that food. Consistent with previous research, adding organic labels to foods is detrimental to evaluations of vice (but not virtue) foods, but simple changes to the structure of the organic label attenuate the negative effect of such labels on evaluations of vice foods. Specifically, whereas product-level organic labels (e.g., “organic burrito”) result in lower evaluations of vice foods, ingredient-level organic labels (e.g., “burrito with all organic ingredients”) do not. No effect of organic label structure is found for virtue foods. The authors draw on theories of feature-based categorical typicality and fluency to suggest one psychological process by which organic label structure can impact consumers’ evaluations of vice foods.