Analysing the effect of text-only and text-and-image discount labels on the information processing of a customer and the impact on the purchase intention.

The most viable strategy to reduce food waste in grocery stores is by providing a reduced price through a discount label. However, customers tend to not invest a large amount of cognitive effort in processing information when confronted with a food-related decision. Additionally, there is a discrepancy in the current literature if text-only labels or text-and-image labels are easier to cognitively process. Thus, this research study will provide a better understanding of how customers cognitively process discount labels and their effect on the purchase intention to maximise the impact of preventing food waste in grocery stores.

How can discount labels reduce food waste in grocery stores? An eye-tracking experiment

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