Les heuristiques de choix nutritionnels : une étude qualitative exploratoire

Understanding the decision process underlying consumers’ nutrition choice is crucial for public policy makers and food industry. Most published scientific research that focused on nutrition choice has been widely influenced by information-processing theory because of the importance of nutrition information in public policy plan. However, we think that, in the reality of marketplace, many people adopt simplifying strategies due to the complexity of nutrition attribute. A qualitative study aims at highlighting the different kinds of heuristics used by consumers. Its results show that the most famous nutrients, the perceived naturality of the product, the food category, the brand, the familiarity, the location in store and the targeted use are used as reference points by consumers in determining their choice.