The Role of Seals and Certifications of Approval in Consumer Decision-Making
Abstract
One important source of product‐related information available to consumers is seals and certifications of approval. Yet little is known about the role played by these symbols in the decision‐making process. This study examines the level of recognition, the perceived credibility, the perceived meaning and the use of nine seals or certifications of approval among adult female consumers. The results would appear to have significant implications for consumer protection and education.
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In 75% of cases, products with labels are chosen and preferred to those without labels, provided the label is issued by a recognized third party.
“Studies diverge in this area, but based on the seminal work of Parkinson (1975); Chameroy and Veran (2014), in their research on the effect of labels on willingness to pay, found that in 75% of cases, products with labels are chosen and preferred to those without labels, demonstrating the impact of the label on customer confidence—provided that it is issued by a recognized third party.”
From Creativity, Critical Thinking, Communication, and Collaboration: Assessment, Certification, and Promotion of 21st Century Skills for the Future of Work and Education (2023) · cites this paper as Parkinson 1975
Cites
A measure of relation determined by both mean difference and profile information.
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Consumer problems and personal finance
Troelstrup, A. W. (1965) · Medical Entomology and Zoology · Cited by 7 · see citing works
A study of seals and certifications of approval and their role in consumer information processing.
Parkinson, T. L. (2023) · Scholarworks (University of Massachusetts Amherst) · doi:10.7275/20482701 · Cited by 4 · see citing works
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Thornhill-Miller, B., Camarda, A., Mercier, M., Burkhardt, J.-M., Morisseau, T., Bourgeois-Bougrine, S., Vinchon, F., El Hayek, S., Augereau-Landais, M., Mourey, F., et al. (2023) · Journal of Intelligence · doi:10.3390/jintelligence11030054 · Cited by 768 · see citing works
“Studies diverge in this area, but based on the seminal work of Parkinson (1975); Chameroy and Veran (2014), in their research on the effect of labels on willingness to pay, found that in 75% of cases, products with labels are chosen and preferred to those without labels, demonstrating the impact of…”
BackgroundAtkinson, L., & Rosenthal, S. (2014) · Journal of Advertising · doi:10.1080/00913367.2013.834803 · Cited by 620 · see citing works
Consumer behavior and nutrition education: An integrative review
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The Well(s) of Knowledge: The Decoding of Sustainability Claims in the UK and in Greece
Alevizou, P., Oates, C., & McDonald, S. (2015) · Sustainability · doi:10.3390/su7078729 · Cited by 23 · see citing works
- Authors
- PARKINSON, T. L.
- Affiliations
- University of Delaware (US)
- Corresponding author
- PARKINSON, THOMAS L.
- Venue
- Journal of Consumer Affairs
- Publisher
- Wiley
- Published
- 1975-06
- Volume
- 9
- Issue
- 1
- Pages
- 1-14
- ISSN
- 0022-0078 (ISSN-L)
- 1745-6606
- OpenAlex
- W2058929580
- Cited by
- 82
- References
- 5
- Citations by year
- 2025: 1 · 2024: 2 · 2023: 1 · 2022: 1 · 2021: 2 · 2020: 1 · 2019: 5 · 2018: 6 · 2017: 4 · 2016: 5 · 2015: 3 · 2014: 7 · 2013: 4 · 2012: 3
- FWCI
- 0.00
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Affairs (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Keywords
- purchase decision, perceived credibility, perceived meaning, women consumers, consumer protection, consumer education
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Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
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