The role of health-related claims and health-related symbols in consumer behaviour: Design and conceptual framework of the CLYMBOL project and initial results.

Health claims and symbols are potential aids to help consumers identify foods that are healthier options. However, little is known as to how health claims and symbols are used by consumers in real-world shopping situations, thus making the science-based formulation of new labelling policies and the evaluation of existing ones difficult. The objective of the European Union-funded project Role of health-related CLaims and sYMBOLs in consumer behaviour (CLYMBOL) is to determine how health-related information provided through claims and symbols, in their context, can affect consumer understanding, purchase and consumption. To do this, a wide range of qualitative and quantitative consumer research methods are being used, including product sampling, sorting studies (i.e. how consumers categorise claims and symbols according to concepts such as familiarity and relevance), cross-country surveys, eye-tracking (i.e. what consumers look at and for how long), laboratory and in-store experiments, structured interviews, as well as analysis of population panel data. EU Member States differ with regard to their history of use and regulation of health claims and symbols prior to the harmonisation of 2006. Findings to date indicate the need for more structured and harmonised research on the effects of health claims and symbols on consumer behaviour, particularly taking into account country-wide differences and individual characteristics such as motivation and ability to process health-related information. Based on the studies within CLYMBOL, implications and recommendations for stakeholders such as policymakers will be provided.

Potential benefits of satiety to the consumer: scientific considerations.

Foods and dietary patterns that enhance satiety may provide benefit to consumers. The aim of the present review was to describe, consider and evaluate research on potential benefits of enhanced satiety. The proposal that enhanced satiety could only benefit consumers by a direct effect on food intake should be rejected. Instead, it is proposed that there is a variety of routes through which enhanced satiety could (indirectly) benefit dietary control or weight-management goals. The review highlights specific potential benefits of satiety, including: providing appetite control strategies for consumers generally and for those who are highly responsive to food cues; offering pleasure and satisfaction associated with low-energy/healthier versions of foods without feeling 'deprived'; reducing dysphoric mood associated with hunger especially during energy restriction; and improved compliance with healthy eating or weight-management efforts. There is convincing evidence of short-term satiety benefits, but only probable evidence for longer-term benefits to hunger management, possible evidence of benefits to mood and cognition, inadequate evidence that satiety enhancement can promote weight loss, and no evidence on which consumers would benefit most from satiety enhancement. The appetite-reducing effects of specific foods or diets will be much more subtle than those of pharmaceutical compounds in managing hunger; nevertheless, the experience of pharmacology in producing weight loss via effects on appetite suggests that there is potential benefit of satiety enhancement from foods incorporated into the diet to the consumer.

Effects of variety and repeated in-home consumption on product acceptance.

The present study was designed to investigate the effect of variety on long-term product acceptance and consumption in a home-use situation. Subjects (N= 105) consumed a meat sauce once a week at dinner at home for a period of 10 weeks. Three variety groups were designed. The monotony group (N= 45) consistently received the same flavour of meat sauce across all 10 weeks; the imposed variation group (N= 30) received one from three different flavours of the meat sauce in random order, and the free choice (N= 30) in variation group was allowed to choose among three flavours of the meat sauce. Results showed a substantial increase in boredom and decline in acceptance ratings after repeated consumption. As hypothesized, this effect was the largest for the monotony group and was least pronounced in the free-choice group, with the imposed variation group in between. Consumption data were in line with these acceptance ratings; the monotony group consumed less of the food than the free-choice group over that time. In conclusion, repeated consumption of a food product only once a week at home resulted in a remarkable increase of boredom over time. The boredom effect was the largest for subjects who consistently received the same food, and was least pronounced for subjects who were allowed to choose among three different flavours of the food.

Hedonic responses, variety-seeking tendency and expressed variety in sandwich choices.

The relationships between liking, variety-seeking tendency and choices were examined in six experimental lunch occasions, in which 26 young subjects freely chose sandwiches from a selection of eight fillings. Subjects rated their liking for the sandwiches during the first and sixth sessions and, among other attitude questionnaires, filled in the VARSEEK-scale which measures variety-seeking tendency. The choices were very strongly connected to hedonic responses. Contrary to expectations, the variety-seeking tendency was not related to expressed variety in sandwich choices nor did it interact with hedonic responses. The variety-seeking tendency was, however, to some extent related to appropriateness of sandwich fillings. In experimental situations where most of the externally derived variety is removed, the meaning of liking may be emphasized instead of the internal need for variety. The choice frequencies of some fillings could be explained by both liking and variety-seeking tendency, and they seem to influence choices independently.

Product-related determinants of variety-seeking behavior for foods.

Food consumers do not seek variety across all products to the same extent. This suggests that the intensity of variety-seeking behavior is under the joint control of personality variables, such as intrinsic desire for variety, and product-related factors. The results of the present study indicate that variety-seeking behavior is more likely to occur for products for which sensory variation among the alternatives is larger and consumer knowledge is greater. Furthermore, variety seeking is more likely to occur for food products which have a relatively large number of well-linked alternatives available and evoke a relatively high degree of involvement.

Variety seeking in the consumption of spread and cheese.

Consumers' (n = 807) desire for variety, as measured by the food-specific VARSEEK scale, was related to reported usage and purchase behavior for spread and cheese. Subjects' scoring high in variety seeking tendency showed more exploratory tendencies in purchase behavior, vicarious exploration and use innovativeness than did those scoring low on the scale. Variation reported in the use of cheese was related to variety seeking tendency more strongly than the variation in the use of spreads. The variation in cheese purchases was particularly high for well-educated white collar workers between 31 and 50 years old and for female subjects living in urban areas of Finland. Some cross-product consistency in the variation in purchase behavior was found. The results suggest that certain product characteristics, such as sensory variation between alternatives, may determine whether the intrinsic desire for variety is expressed in product choice.