A label indicating an old year of establishment improves evaluations of restaurants and shops serving traditional foods.

ABSTRACT: This study examined whether the presence of product information focused on a past era (e.g., year of establishment) improved consumers' evaluations of a shop serving traditional products when the label and shop were congruent in terms of temporal focus. Across five experiments, participants viewed and evaluated advertisements from traditional food restaurants and shops that showed an old year of establishment. They showed favorable evaluations of the restaurants and food shops more frequently when a label focused on the past was displayed than when the label was absent or when a label focused on the present was displayed. Subsequent experiments indicated that this labeling effect was strongest when the label and shop were consistent in terms of traditional culture such that the year of est

SUBMITTER: Maezawa T 

PROVIDER: S-EPMC8580222 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature