Food Product Labelling: Understanding consumers' processing and evaluations of food labels cues

Although food labels have been found to influence consumer decisions, there are several gaps in knowledge. The purpose ofthis PhD project is three-fold: 1) to examine the influence of culture and product involvement on consumers' attention towardsfood labels; 2) to investigate how priming of pictorial brand logos influences perceived product value and willingness to paypremium prices; and 3) to examine the impact of geographical labels on perceived product value, authenticity, and purchaseintentions. The findings from this project offer novel contributions to theory and have important implications for the agri-foodindustry.