Cogito ergo gusto: Explicit and implicit determinants of the first tasting behaviour

Abstract

In this study, we investigated how a new food label forms explicit and implicit attitudes toward a product, and through which processes, these attitudes influence consumer behaviours. To this aim, 215 adults (85% female) implicitly and explicitly evaluated labels representing two products: water and chocolate. The labels were presented either in basic form or as having one of four additional symbols representing, respectively, the origin of the product, the respect of the environment, the wellness information, and the shelf life. Results showed that the additional symbolic information creates more of a negative implicit impression but more of a positive explicit attitude toward the products than the basic label does. Moreover, the analysis showed that for the chocolate only were both implicit and explicit reactions critical in driving the approach behaviour toward that food. The theoretical implications of these results are discussed.