... traditional food healthier than western junk food. Korean customers incorrectly assume soy meat burgers have fewer calories and sodium than regular burgers. Thus, this study explains Korean consumers' food health misconceptions related to paradoxical consumption. Health halo Categorization effect...

... Publishing Limited Licensed re-use rights only Asia Consumer ethnocentrism Chinese consumers Consumer cosmopolitanism Korean consumers Recent economic development and increasing globalization in emerging Asia have brought about significant cultural and consumer value changes in the region...