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The purpose of this study is to enhance the understanding of the marketing placebo effect (MPE) by proposing and empirically testing a model of antecedents and consequences of MPE for reduced-sugar labeled products in the food industry.

An online survey was conducted on a sample of 409 consumers to collect data on their health consciousness, sugar-induced anxiety, self-congruity, fresh start mindset and MPE of reduced front-of-pack sugar labeling in food products. Structural equation modeling (SEM) was used to analyze the data and test the hypotheses.

The results highlight the sugar-induced anxiety as the most pronounced determinant for the proposed placebo effect. Health consciousness was observed to indirectly influence the MPE via mediators (sugar-induced anxiety and self-congruity). Furthermore, the supporting role of the fresh start mindset moderates the relationships between health consciousness, sugar-induced anxiety, self-congruity and the MPE.

This study is one of the few to investigate the moderating effects of having a fresh start mindset on the MPE of reduced-sugar labeled products. Moreover, the study contributes to the growing body of research on the indirect effects of health consciousness on consumer behavior, highlighting the important role of emotional (anxiety) and self-congruity factors in shaping the MPE toward reduced-sugar labeled products.

By understanding the complex interplay between the variables of the antecedents and consequences of MPE for reduced-sugar labeled products, which engenders consumer attitude and belief about sugar intake, marketers and policymakers can develop more effective campaign strategies to promote such products and, consequently, a healthy diet and lifestyle.

This study is one of the few to investigate the moderating effects of the fresh start mindset on the MPE of reduced-sugar labeled products. Moreover, the study contributes to the growing body of research on the indirect effects of health consciousness on consumer behavior, highlighting the critical role emotional (i.e. anxiety) and cognitive (i.e. self-congruity) factors play in shaping the outcome of the MPE of reduced-sugar labeling in products.

The purpose of this study is to provide a nuanced understanding of the marketing placebo effect (MPE) of products with reduced sugar labeling and how it forms certain perceptual underpins (perceived healthiness (PH) and perceived tastiness (PT)), with the potential effect of product category and social class in consideration.

The proposed model is tested using a sample of 822 participants by employing partial least squares structural equation modeling (PLS-SEM). Hypothetical relationships among MPE, PH, PT, purchase intention (PI) and social class are examined for both hedonic and utilitarian products.

The results highlight the positive role of MPE in leveraging consumer PI through the parallel mediation of PH and PT. The positive effect of MPE on PH and PT was more pronounced for the utilitarian product. In addition, social class negatively moderated the relationship between PH and PI only in the case of the utilitarian product.

This paper contributed to the MPE literature in the food industry by challenging the conventional intuition of “Unhealthy = Tasty” and highlighting the potential of perceived food healthiness to positively influence perceived food tastiness under the effect of MPE. An upper social class would attenuate the positive effect of perceived food healthiness on PI.

This study aims to experimentally investigate branded functional beverage (BFB) consumption behaviour post-COVID-19 through the lens of a conceptual framework built on three renowned behaviour modification models and to critically evaluate how well subjective norms serve as a moderator in the consumption behaviour relating to such beverage products.

A conceptual model was developed based on the tenets of the theory of planned behaviour (TPB), health belief model (HBM) and value-attitude-behaviour (VAB) model. The study was performed on a convenience sample of 537 respondents aged 18 and up from diverse regions in India using the PLS-SEM method. A total of 444 useable questionnaires were utilized for the final data analysis.

Given the post-pandemic setting, the perceived benefits of BFBs significantly influenced its purchase intention and consumption behaviour. It could grossly impact the media's role (information about COVID-19) and the consumers' interest in healthy food. The study revealed that the information about COVID-19 (role of media) strongly increased interest in healthy food, whereas interest in healthy food positively influenced purchase intention of functional beverages. With interest in healthy food as a “mediator”, the role of media (information about COVID-19) positively influenced purchase intention. It is worth noting the moderating role of subjective norms in the relationship between the role of media (information about COVID-19) and interest in healthy food and that between interest in healthy food and BFB purchase intention.

Food marketers shall skillfully use “opinion” leaders and subject experts in marketing communication campaigns to popularize the link between good food and immunity through COVID-19 and healthy diet-related messages sent via a suitable media platform. This would grab food consumers' interest in BFBs and persuade them to incorporate such items in their daily food milieu. Consumers need to be assured that consuming “functional” products would deliver health benefits and upkeep their body immunity in the post-COVID-19 times.

There has been minimal research on the link between perceived benefits, the role of media, interest in healthy food and consumption behaviour on functional beverages in the post-COVID-19 setting. Moreover, subjective norms have never been probed as a moderator in the consumer behaviour studies on BFBs. This pioneering study applied the tenets of the TPB, HBM and VAB model in the context of post-pandemic functional beverage consumption. The altered study settings caused by the COVID-19 pandemic and the context of a developing economy like India have amplified the research value of this study.

This research aims to elucidate why consumers decide to eat meals that seem to be higher in calories and salt, despite their goal being to consume fewer calories and sodium. Korean participants are to be used for this study. The present research further investigated the impacts of categorization and averaging bias in relation to the health halo phenomenon, specifically focusing on traditional food and textured vegetable protein (soy meat) burgers. Thus, the present research investigated how consumers' intentions contrasted with their consumption goals in food choice circumstances.

We partitioned the survey due to the COVID-19 epidemic. A single, well trained surveyor first surveyed customers at cafés in Seoul and six other Korean cities. We received 102 in-person survey replies. A total of 254 advanced degree or undergraduate students from two universities completed an online questionnaire. There are 356 responses. Two studies were conducted where participants were instructed to evaluate the perceived healthiness, calorie content, and sodium level of different food items. The specifics of each study are elucidated in the main body of the paper.

This study shows that Koreans categorize meals as virtue or vice depending on their perceived healthiness, validating the categorization effect. Furthermore, this research demonstrated that consumers' perceptions of the health benefits of traditional meals and soy meat burgers impact their categorization. Koreans also assessed the average of the vice and virtue and found vice-virtue combination meals healthier than the vice alone. This affects how calories and sodium are perceived. This study also shown that high virtue affects averaging bias more than weak virtue in meals with vice and virtue combo.

This study extended food categorization and averaging bias to non-US consumers and confirmed this contradictory meal choice is universal. Health halo also affects food health perception. The results of this study revealed that Koreans consider traditional food healthier than western junk food. Korean customers incorrectly assume soy meat burgers have fewer calories and sodium than regular burgers. Thus, this study explains Korean consumers' food health misconceptions related to paradoxical consumption.

The global rise in obesity can be closely linked to excessive calorie consumption and misperceptions regarding food intake. Thus, the purpose of this paper is to review the existing literature to have a better understanding how heuristic cues – mental shortcuts used for decision-making – impact calorie underestimation and consequently lead to unhealthy eating habits.

A search was conducted across multiple databases with priority given to studies in developed countries that provided insights into the cognitive processes behind food choices, the application of specific heuristics, and the association with eating behaviours. Articles were also selected based on their methodological quality.

The main findings are that the dichotomous categorization of foods as healthy or unhealthy can result in underestimating the calorie content in those foods perceived as healthy. Although nutrition claims, health claims and campaigns help in the fight against obesity, there is also the risk that consumers’ reliance on heuristic-based decision-making could aggravate the problem because a misinterpretation or misrepresentation could lead to calorie underestimation and overeating.

To establish effective behavioural interventions for obesity prevalence -, it is critical for interventions and policies to understand how consumers perceive calorie content and how they interpret claims on food marketing or packaging. Recognizing and addressing these heuristic-driven biases and understanding the factors influencing food choices are crucial for encouraging healthier eating habits.

To the best of the authors’ knowledge, this paper is the only review to date that consolidates research on the topic, drawing from multiple disciplines.

Upon completion of the case study, the students will be able to understand brand differentiation and marketing challenges faced by small businesses in emerging markets; recognize the significance of marketing strategies for a growing business in emerging markets; assimilate paid, owned and earned media to improvise the effectiveness of firm’s communication and digital marketing strategy; analyze the relevance of social media marketing in developing a brand; and create a content marketing strategy.

The case dilemma involved a possible course of action that Fusion Creations faced at the beginning of 2022 about marketing strategies across paid, earned and owned media. “Fusion Creations” was the creation of two sisters who were avid cake bakers since young age. They identified the demand for homemade cakes and the growing number of home bakers in India. It was during the Covid-19 pandemic that they faced challenges in terms of lockdown and scarcity of supply for baking essentials. Moreover, although the pandemic had brought most sections of the society worldwide to a standstill, home bakers were thriving. After the pandemic, these home bakers turned their passion into full-time profession. It was time for the sisters to view this stage as a challenge because of competition from aspiring entrepreneurs and rising home bakers, and convert it into an opportunity. Can Fusion Creation leverage the online social media platforms for their product sales and marketing? With presence established on various social media platforms, were they doing it right, or was there a better way? A few questions lay in front of Chaitali and Kena, owners and bakers of Fusion Creations.

This case is written for use in digital and social media marketing classes for graduation-level courses. The focus of the case aligns well with discussions of digital and social media marketing strategy. The case also has application in discussions regarding implementation of digital marketing strategy. Instructors that choose to emphasize social media strategies could assign this case to explore online marketing and digital communication.

Teaching notes are available for educators only.

CSS8: Marketing.

People often look to the opinions and actions of others to guide their food choices, especially when they are uncertain or unfamiliar with a particular food. This influence can be positive or negative depending on the context and can have an impact on food consumption and health outcomes.

The paper analysed data from 500 young adult consumers in China and employed a multi-study design to examine various aspects of social proof and herd behaviour in food choices. Experiment 1 examined the influence of testimonials from an influential person on buying decisions and eating behaviour. Experiment 2 explored whether herd behaviour drives food options. Experiment 3 assessed the influence of social proof on food choices. Chi-square tests of independence were conducted to examine the relationship between social proof and food choice, as well as herd behaviour and food decision-making. Several logit regression analyses were performed to identify the factors that drive consumers' susceptibility to social proof and herding.

The results indicated that the source of feedback, whether from an influential person or a family member, did not have a statistically significant effect on the likelihood of following the food guide recommendations. The preference for a healthier food option was stronger than following the herd. In contrast, social proof in the form of reviews and ratings influenced participants' choices. The paper highlights the usefulness for stakeholders and policymakers seeking to promote healthier eating habits.

The originality lies in its comprehensive approach, combining multiple experiments and analytical methods.

The purpose of this paper is to analyze the life history of the Spanish Generation X over the last five decades.

Considering that the generational cohort concept can be identified from the marketing side as a market segment, this paper proposes to analyze the socio-economic and cultural context that has marked the different life stages of Generation X, and how they have related to brands according to their needs, desires and aspirations.

The results show that the customer journey can be considered a circular concept. The customer’s relationship with the brand can begin in childhood and continue into adulthood, such that the emotional relationship established with the brand as a child influences purchase decisions in adulthood.

Although limited to the analysis of Generation X and its relationship with brands, this paper shows the importance of knowing the socio-economic, legal and cultural context of a generation.

As a business implication, the importance of remarketing is evident as a business strategy that reinforces the emotional connection between the brand and the different generations.

From a social point of view, this paper shows the power of brands as an element of self-expression of the needs, tastes or preferences of individuals is evident.

This paper offers a different and innovative vision of the customer journey, taking into account the individual’s life cycle, and the way in which at each stage of life, he/she relates to brands in a different way.

This study empirically investigated the different attributes (i.e. convenience, online reviews, online ratings, visual appeal and various food choices) of food delivery applications (FDAs) that impacted customers' perceived benefits, satisfaction and loyalty. Price consciousness was positioned as the moderator while customer satisfaction was positioned as the mediator.

Utilizing the purposive sampling technique, 360 useable respondents were gathered from existing FDAs' customers in China. Partial least squares structural equation modelling (PLS-SEM) was employed to verify the interrelationships among variables.

The results confirmed the significant impact of four FDA attributes (i.e. convenience, online ratings, visual appeal and various food choices) on perceived benefits. Customer satisfaction positively influenced loyalty. Moreover, the mediating role of customer satisfaction and the moderating role of price consciousness were confirmed.

FDA operators should engage in providing more benefits to stimulate satisfaction and loyalty among customers. Promotion discounts remain a key factor in enhancing the satisfaction and loyalty of price-conscious customers.

This study extends the applicability of the stimulus–organism–response (SOR) framework and enriches FDA literature by assessing the external stimuli, organisms and moderating factors that trigger customer loyalty.

A secondary research method was used to collect data for this case. The authors have made use of newspaper articles and published articles written by journalists and experts which are available in the public domain.

Instances of celebrity activism such as athlete activism are rising. Social media has amplified the voice of celebrities and given them a personal channel to directly communicate with their fans without any media censorship. The same is true especially concerning endorsement by sports superstars, who now seem to have a mind of their own, independent of the official line of clubs, tournament organizers or sponsoring companies. This case discusses the embarrassment and financial loss faced by soft drinks giant Coca-Cola due to the public snub by football superstar Cristiano Ronaldo during an official press conference of the EURO 2020 championship.

Undergraduate and postgraduate students studying marketing management and brand management courses in business management and commerce streams can use this case. This case can also be used for marketing specialization students at the undergraduate and postgraduate levels.