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Browsing by Author "Vale, Rita Coelho do"

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  • Classification of FMCG product macro-categories on the utilitarian vs. hedonic dimensions
    Publication . Vale, Rita Coelho do; Duarte, João
    The present study aims to classify several fast moving consumer goods (FMCG) macro-categories as holding more utilitarian vs. hedonic characteristics, allowing for future use in consumer decisionmaking studies. The classification of product categories along this continuum is becoming increasingly relevant, with different macro-categories generating special attention from the retailers, both in terms of layout and nature of the materials used, as well as of promotional activities. Additionally, a quick look at the penetration level of private labels (retailers’ brands), across different product categories, seems to lead to the conclusion that the nature of each of these categories is each time more relevant (TNS Worldpanel, 2013). An online study (n=119) where participants were asked to classify 23 product categories (borrowed from TNS Worldpanel, 2010) along a utilitarian-hedonic continuum, allowed for the classification of each product category as having a more utilitarian vs. hedonic nature. These results may be used in future studies interested in this type of classification.
    2013Journal article Open access Show more
  • 2020Book part Open access Show more
  • PRIMEMEAL: using consumer psychology to promote healthier meal choices
    Publication . Costa, Ana Isabel; Simão, Cláudia; Vale, Rita Coelho do; Gomes, Ana Maria
    Overeating and the obesity epidemic are often associated to the decline of home cooking and the growing consumption of meals prepared away from home. Yet, notably few have investigated the self-regulatory processes by which consumers might be motivated to adopt and maintain healthier meal preparation and consumption habits. PRIMEMEAL is a research project funded by the Portuguese government (FCT) to investigate the efficacy of consumers’ motivational, volitional and involuntary self-regulatory responses in promoting healthy meal choices. Its ultimate goal is to contribute to the design of social marketing messages and public policy that successfully stimulate healthy eating habits. TASK 1 explores the impact of activating personal norms about home cooking on the self-regulation of meal preparation behavior. TASK 2 investigates the potential of using grocery shopping lists and meal plans to discourage impulse buying and help self-regulate food purchases. TASK 3 studies how the presentation of meal choices and nutrition information on restaurant menus can "nudge" consumers to make healthier, away-from-home food choices.
    2018Journal article Open access Show more