(PDF) asdf6,0 8,0 10,0 12,0 14,0 16,0 18,0 Cold drinks Ready meals Sweet snacks Yoghurt Breakfast cereals Biscuits Turkey Poland France UK Italy • • •

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Value

Psychosocialconsequence

Functionalconsequence

Abstract attribute

Concreteattribute

Self-esteem

Be attractivefor others

Stay slim

Less calories

Low fat

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Results Cold drinks (PL)

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6,0

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Cold drinks Ready meals Sweetsnacks

Yoghurt Breakfastcereals

Biscuits

Turkey Poland France UK Italy

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Example breakfast cereals in Italy

Differentiate

health

effects

Add health-

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Example ready meals in Poland

Health

theme

already in

consumer

mind

Possibility

to extend

health

theme

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Example ready meals in France

Work on

synergies

instead of

trade-offs

Support with

attributes that

can serve

multiple

motives

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Example yoghurt in Italy

Enjoyment

supports

health

Focus on

sensory

attributes that

support

health/

enjoyment

synergy

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Example sweet snacks in the UK

Nudge

towards

healthier

alternatives

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•

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asdf6,0 8,0 10,0 12,0 14,0 16,0 18,0 Cold drinks Ready meals Sweet snacks Yoghurt Breakfast cereals...

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