CEGE4All: Markets & Policy Seminar | NOV 25th| 12 PM | EAA001

You are cordially invited to attend the next CEGE4ALL: Markets & Policy Seminar by Peter Verhoef (University of Groningen), on “The Impact of Nutrition Claims on Purchase Behavior for Food Products”. The seminar will take place on November 25th, between 12 pm and 13 pm in room EAA001.

Faced by increasing emphasis on health, manufacturers try to persuade consumers by using nutrition claims on their packaging. Although experimental research suggests that such claims influence consumer behavior in different ways, it remains unknown whether and to what extent they have an effect in actual grocery situations with large amounts of information to process. In this study, the authors investigate the effect of presence (stressing the presence of a healthy ingredient) and absence nutrition claims (stressing the absence of an unhealthy ingredient) on consumer purchase behavior using UK household scanner purchase data from 17 product categories during the years 2009-2012. They find that presence nutrition claims increase choice while absence nutrition claims decrease choice. Both types of nutrition claims do not influence the quantity purchased. Importantly, a nutrition claim’s effectiveness depends on SKU and category characteristics. Presence nutrition claims are more effective in healthy categories, and absence nutrition claims for SKUs with fewer promotions. At the same time, both nutrition claims are less effective for higher priced SKUs and more effective for brands with higher advertising spending. Absence nutrition claims are more effective when fewer SKUs in the category have the same type of nutrition claim, but presence nutrition claims benefit when more SKUs have the same type of nutrition claim.

Peter C. Verhoef (1972) is dean of the Faculty of Economics and Business since June 2019 and is pro-rector of the University of Groningen. He is also Professor of Marketing . He is the founder and was director of the University of Groningen Business School (UGBS) . He also is the founder and was director of the Groningen Digital Business Centre. He obtained his Ph.D. in 2001 at the School of Economics, Erasmus University Rotterdam, The Netherlands. His research interests concern customer management, customer loyalty, multi-channel issues, category management, and buying behavior of organic products. He has extensively published on these topics. His impactful publications have appeared in journals, such as Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing, Harvard Business Review, Marketing Letters, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and Journal of Retailing. His work has been awarded with the Donald R. Lehmann award for the best dissertation based article in the Journal of Marketing and Journal of Marketing Research in 2003, the Harald M. Maynard Award for the best paper published in Journal of Marketing, and the Sheth Award for long-term impact of the Journal of Marketing in 2013 and 2021. In 2020 he won the Steenkamp long-term impact award of the International Journal of Research in Marketing. He also received best paper awards from the Journal of Retailing and the Journal of Interactive Marketing. He is currently an editorial board member of the Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science and the Journal of Interactive Marketing. He functioned as an area editor for Marketing Science and Journal of Marketing Research and is a senior editor of the International Journal of Research in Marketing. He is considered as a highly cited researcher according to Web of Science. He has extensive teaching experience for undergraduate, graduate and Ph.D. students. He is also involved in executive teaching contributing to multiple executive programs.. He is the founder of the Customer Insights Center, University of Groningen. He currently is also academic fellow of the Marketing Science Institute in Boston () and is an EMAC fellow. He co-chaired the EMAC 2017 conference in Groningen.

This seminar will be held in a hybrid format.

You can attend it either in person (room EAA001) or online.
Registration is mandatory. Please register by November 24th indicating if you will be attending in person or online. The weblink will be emailed to online attendees after registration.

Host or Publisher CEGE