GIDA ETİKETLERİNDE YER ALAN BİLGİLERİN SAĞLIKLI ALGILANMA (HEALTH HALO) ETKİSİ

Yıl 2020, Cilt: 45 Sayı: 3, 590 - 599, 15.06.2020

Atilla Bektas , Meltem Ulusoy , Vuslat Bektaş

https://doi.org/10.15237/gida.GD20045

Cited By: 3

Öz

Sosyal psikolojide ilk etki olarak bilinen halo etkisi/ hatası bir nesne veya kişi ilk görüldüğünde edinilen anlık izlenim olup, kararların temelini oluşturur. Günümüzde birçok gıda şirketi, ürün etiketlerinde yer alan FOP (front on package) bilgisini kullanarak bir çeşit sağlıklı algılanma etkisi yaratmayı satış stratejisi olarak kullanmaktadır. Örneğin gıda etiketleri üzerinde yer alan, düşük yağlı, tuzsuz, düşük kalorili, glutensiz, yüksek proteinli, yüksek lifli, GDO’suz, gibi gıdanın içerik bilgilerinin yanında; ürünün üretim sürecindeki tercihleri ifade eden organik, doğal, katkısız, "süper gıda" ya da "fair trade" gibi etik ifadeler kullanılmaktadır. Sağlıklı algılanma etkisi ile tüketici tercihleri manipüle edilmektedir. Çölyak hastalığı, fenilketonürü hastalığı gibi özel hastalıklar için hazırlanan ürünler ve laktozsuz, tuzsuz vb durumlar hariç; sağlıklı algılanma etkisi yaratan zihinsel kısa yolları devre dışı bırakmak için "düz paketleme" önerilmektedir.

Anahtar Kelimeler

Sağlıklı algılanma etkisi, ilk etki, gıda etiket bilgileri

HEALTH HALO EFFECT OF FOOD LABELS

Öz

Nowadays, many food companies are creating some kind of health halo effect with the FOP (front on package) information on their product packaging. The halo effect/mistake, known as the first effect in social psychology, is the instant impression you get when you first see an object or person, and it is the basis of how we evaluate and assess that person or object. For example, in addition to ingredients information that appears on the FOP such as low-fat, no-salt, low-calorie, gluten-free, high-protein, high-fiber, GMO-free information is also provided about the production process used to produce the product, such as organic, natural, unadulterated, “super food”, “fair trade”. Unfortunately, consumer preferences are being manipulated through health halo effect. With the exception of foods that are sold for special diseases such as celiac, or phenylketonuria diseases, or for lactose-free, salt-free, etc products "plain packaging" would be recommended to disable mental short cuts that create health halo effect.

Anahtar Kelimeler

Health halo effect, halo effect, food label information

Kaynakça

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