Zhang, L. orcid.org/0000-0002-7512-9605 and Chan, E. (Cover date: February 2025) Why Go Gluten-Free? How the Feeling of Low Power Increases Preferences for Free-From Products. Psychology and Marketing, 42 (2). pp. 279-291. ISSN 0742-6046
Abstract
Going gluten-free and dairy-free has become increasingly popular in the past 10 years, yet little research has examined the drivers of this dietary preference beyond medical reasons. This research investigates how the feeling of low power contributes to the growing popularity of free-from products (e.g., gluten-free, fragrance-free). Five studies, using various statistical analyses (including regressions, analysis of variance, mediation, and moderation analysis) across both surveys and experiments, provide converging evidence that the feeling of low power increases preferences for free-from products, driven by heightened perceived threat. Consistent with this account, low-power individuals’ increased preference for free-from products is attenuated (1) when their perceived threat is reduced through self-affirmation, and (2) when advertising appeals highlight health benefits in a gain (vs. loss) frame. This research contributes to both the special diets and power literatures, offering practical implications for marketers of free-from products by revealing a potential market segment and suggesting message framing strategies to better persuade consumers.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2024 The Author(s). Psychology & Marketing published by Wiley Periodicals LLC. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited. |
Keywords: | dairy‐free, food consumption, free‐from products, gluten‐free, power, special diets, threats |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 10 Sep 2024 15:15 |
Last Modified: | 18 Feb 2025 14:34 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1002/mar.22125 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:216973 |