... and the elaboration likelihood model to answer how source-related signals (government vs private labels) interact with receiver-related information processing (trust in government) to influence consumer perceptions and willingness to pay a premium. Design/methodology/approach This study employs a between-subjects...

... and larger type for terms and conditions on consumer perceptions has not been examined previously in complex product settings. Research into the use of unit pricing within other sectors (e.g. retail grocery) has found that it does not necessarily reduce confusion as consumers may lack the cognitive ability...