Wording
Question one of the four image questions included two graphics of what represent granola bars (see Image 1). Product A included ingredient copy on the front of the packaging that read ‘low sugar’ and 'low carb,’ whereas Product B represented the ingredient copy of ‘high protein’ and ‘high fiber.’ The purpose of these differences was to gauge how consumers would react to opposite wording, one product promoting the avoidance of ingredients that are seen as unhealthy and one product promoting the inclusion of ingredients that are perceived as healthy. Most people tend to seek out “avoidant” foods because it makes them feel that they are taking conscious action to look out for their health. However, the results of the open ended question that followed Products A and B proved otherwise.
Of the 36 respondents, 25 chose Product B as the product that they would be more inclined to purchase. When asked the reason for choosing this product, 80% (n=20) of the 25 respondents mentioned the fact that Product B included protein or fiber contents. Typically, people are often more motivated by what they are actively trying to avoid (like sugar contents) than what they are specifically trying to gain; this can be explained by the process of avoidance motivation: the process of energizing behavior to avoid negative stimuli, events, or possibilities (Elliot, 2006). This process may explain why consumers recognize food products that exclude negative ingredients and select them over others. However, the data in this study indicated that the participants were more aware and in favor of the beneficial ingredients in Product B than they were in the avoidance of negative ingredients in Product A.
This is especially important considering 68% (n=17) of the participants that listed protein as an important factor when selecting food products also listed low sugar as an important factor. Additionally, 15% of the 25 respondents that chose Product B mentioned the idea that they felt it would taste better because the other option (Product A) seemed less tasty with the lack of sugar and carb contents. This contradicts past findings that indicate healthy products are often associated with less tasty. However, the participant results are displaying more interest in Product B because of the perceived healthy ingredients, and still feel that it would be more tasty. With the received data, it can be implied that when given side by side options, one with health benefits and one with unhealthy avoidants, consumers are more likely to actively select the product that seems to provide them some form of health benefit to themselves.