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Value
Psychosocialconsequence
Functionalconsequence
Abstract attribute
Concreteattribute
Self-esteem
Be attractivefor others
Stay slim
Less calories
Low fat
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Results Cold drinks (PL)
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6,0
8,0
10,0
12,0
14,0
16,0
18,0
Cold drinks Ready meals Sweetsnacks
Yoghurt Breakfastcereals
Biscuits
Turkey Poland France UK Italy
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Example breakfast cereals in Italy
Differentiate
health
effects
Add health-
related
attributes
Example ready meals in Poland
Health
theme
already in
consumer
mind
Possibility
to extend
health
theme
Example ready meals in France
Work on
synergies
instead of
trade-offs
Support with
attributes that
can serve
multiple
motives
Example yoghurt in Italy
Enjoyment
supports
health
Focus on
sensory
attributes that
support
health/
enjoyment
synergy
Example sweet snacks in the UK
Nudge
towards
healthier
alternatives
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