Visual transfers and biasis on fast food advertising

Abstract

The world of marketing is scarcely regulated in legislative terms, because it has been mainly studied though the point of view of the output of the products, services and experiences. Having said that, consumers make purchase decision daily being influenced by numerous stimuli, such as the price, the promotions or even the presentation of the products. Therefore, consumers create expectations of the taste, quality and calories, among others that can be biased. Related to this is the concept known as “sensation transfer”, which involves transfer extrinsic information (for instance: from packaging, branding or labelling) to the real experience of the product, for example, in terms of taste. Unhealthy food and drink products are packaging, branding and labelling in order to increase their appeal. Also, marketing plays a key role in promoting the consumption of fast food products, with new concepts such as "greenwashing". The aim of this dissertation is to verify, through previous studies and a survey, whether the marketing conducted by fast food companies leads consumers to think that fast food is not so unhealthy, and what can be done to prevent or control this fact. In addition, the new “fast casual” concept will be analysed.