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Implicit and explicit risk perception, affect, and trust : an investigation of food 'traffic lights'

机译：内隐和外在的风险感知，影响和信任：对食物“交通信号灯”的调查

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摘要

Obesity is a health problem in many developed countries and is a growing problem worldwide. In an effort to improve food choices the "traffic lights" nutritional labelling system has been developed. This system informs consumers of the relative (low, medium, high) levels of fat, saturated fats, sugar, and salt, along with energy information. There is debate over what type of thought processing drives perceptions of affect (or emotion) and risk regarding food products. These are System 1 (quick, intuitive) processing and System 2 (slower, deliberative) processing. In order to capture data on both types of processing, we used explicit and implicit measures (we developed an implicit measure of risk for this study). We also investigated the relationships of risk with affect, and trust. The results showed the presence of food "traffic lights" sometimes influenced both risk and affect perceptions but this was more pronounced for explicit measures. We also found that high risk was associated with negative affect, and low risk with positive affect, with larger effects when the “traffic lights” were present. We concluded that "traffic lights" can influence risk perception at both explicit and implicit levels but the influence was stronger if either the risk information was clear or the person was consciously evaluating the risk. Future research was discussed.
机译：肥胖是许多发达国家的健康问题，并且是全世界范围内日益严重的问题。为了改善食物选择，已经开发了“交通信号灯”营养标签系统。该系统告知消费者脂肪，饱和脂肪，糖和盐的相对（低，中，高）水平，以及能量信息。关于哪种思维方式会推动人们对食品的情感（或情感）和风险的看法存在争议。这些是系统1（快速，直观）处理和系统2（较慢，协商）处理。为了捕获有关两种处理类型的数据，我们使用了显式和隐式度量（为此研究开发了隐式风险度量）。我们还研究了风险与情感和信任的关系。结果表明，食物“交通信号灯”的存在有时会同时影响风险和影响感知，但是对于明确的措施则更为明显。我们还发现，当存在“交通信号灯”时，高风险与负面影响相关，低风险与正面影响相关，其影响更大。我们得出的结论是，“交通信号灯”可以在显性和隐性水平上影响风险感知，但是如果风险信息清晰或人员有意识地评估风险，则影响力会更大。讨论了未来的研究。

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