The cognitive processes at play in food consumer confusion
(2025) EMAC annual conference 2025 — Location: Pozuelo (Madrid) - Spain (27.May.2025)
Files
Extendedabstract-EMAC2025.pdf
Open Access - Adobe PDF
- 348.62 KB
Details
- Authors
- Abstract
- Consumers often encounter overwhelming, conflicting information about food, potentially leading to confusion. However, the mechanisms at play in consumer confusion remain unclear. Using a quantitative study, we therefore investigate how conflicting environmental food labels impact consumer confusion, and any spillover effect (i.e., when confusion related to a product engenders confusion related to other products). We show how cognitive load and skepticism drive consumer confusion, while cognitive dissonance does not, and the existence of a potential spillover effect. As such, we offer insights for consumers, managers, and policymakers and contribute to consumer confusion research
- Affiliations
Citations
Dorisse, A., Charry, K., & Parguel, B. (2025). The cognitive processes at play in food consumer confusion. LouRIM working paper series. Published. EMAC annual conference 2025, Pozuelo (Madrid) - Spain. https://hdl.handle.net/2078.5/269449 (Original work published 2025)