报告名称：My Apples are Healthier than your Apples: Healthiness Bias in Food
报 告 人：Bodo B. Schlegelmilch (Professor, Vienna University of Economics and Business)
The study extends previous research by exploring perceptions of healthiness in the international food marketplace. To this end, it aims to fill an important gap in understanding the role of country-of-origin in shaping perception of healthiness. The authors provide evidence that domestic and foreign food products elicit different perceptions of healthiness. Consumers choose domestic products because they perceive them as healthier and more natural. The effect holds across different samples and product categories (apples, tomatoes, bread and yogurt). However, this healthiness bias vanishes when products are presented as posing health risks and by introducing products with dual—both foreign and domestic – identity. Researching these health-related effects helps in gaining a better understanding of consumer attitudes towards domestic- versus foreign-made food products.
Professor Bodo B. Schlegelmilch is Dean of Executive Education (WU Executive Academy) and Chair of the Institute for International Marketing Management at WU Vienna. He also holds Adjunct Professorships at the University of Minnesota USA and at Kingston University, London, UK. Professor Schlegelmilch has been awarded a Distinguished Fellowship of the Academy of Marketing Science and a Fellowship of the Chartered Institute of Marketing.He has served or is serving on the editorial boards of Academy of Management Journal, Academy of Management Review, Journal of Applied Psychology, Personnel Psychology, and Journal of Management, among others.
In terms of research, Professor Schlegelmilch has been recognized as one of the leading authors publishing in international marketing journals and has been listed in "Who's Who in International Business Education and Research." Recently, he has also been ranked among the Top 25 Strongest Researchers (lifetime achievements) in business administration, and among Top 5 in Marketing in Germany, Austria and Switzerland. His work focuses on a variety of topics in global marketing management, strategy and CSR. He has published over 200 papers in conference proceedings and academic journals such as the Strategic Management Journal, Journal of International Business Studies, Journal of Business Ethics and Journal of World Business.