Experiment: Fruit and sugar reduction claim on dairy products

We conducted an online experiment with a 2 (sugar reduction claim: present vs. absent) x 2 (fruit images: present vs. absent) x 4 (cue-product combination) mixed design. The first two factors were manipulated within-subjects. Participants completed a choice task where they could choose between four similar dairy products (e.g., a strawberry - cherry drink yoghurt). These products represented the four claim-by-cue conditions (i.e., no fruit images/no claim, no fruit images/ claim, fruit images/no claim, fruit images/claim; see Figure 1).

Participants completed this choice task for four different products in random order (i.e., strawberry - cherry drink yoghurt, raspberry yoghurt, peach yoghurt, and banana drink milk). Participants thus completed four choice sets, and chose one product per set. The 240 participants equals 960 product choices. The product choice data are included in a separate dataset.