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02.10.2023

The effect of firm size on perceived product healthiness

verfasst von: Beatriz L. Bonetti, Shreyans Goenka, Frank May

Erschienen in: Marketing Letters

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Abstract

The health food industry is comprised of firms of varying sizes. Does firm size influence consumers’ perceptions of how healthy its offerings are? This research proposes that products from smaller firms are perceived to be healthier. This is because smaller firms are perceived to be more moral, and these moral perceptions, in turn, influence health perceptions. Study 1 shows that products from a smaller firm are perceived to be healthier than products from a larger firm. Study 2 demonstrates mediation via moral perceptions. Study 3 shows that the health bias toward smaller firms diminishes when larger firms emphasize their Corporate Social Responsibility (CSR). Next, study 4, through an analysis of Yelp reviews, shows how firm size can influence word-of-mouth. Finally, study 5, via a Facebook experiment, shows that health-conscious consumers are more receptive to advertisements from smaller firms. Hence, these findings present implications for managers seeking to promote health-focused products.

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Fußnoten
1
For all studies in this paper with MTurk participants, we used Cloud Research (CR), a platform that allows us to exclude low-quality participants from the pool of respondents.
 
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Metadaten
Titel
The effect of firm size on perceived product healthiness
verfasst von
Beatriz L. Bonetti
Shreyans Goenka
Frank May
Publikationsdatum
02.10.2023
Verlag
Springer US
Erschienen in
Marketing Letters
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-023-09703-5