Research On The Reasons For The Stereotypes Of Quick-frozen Foods And The Improvement Measures

With the rapid development of the quick-frozen food industry,the types of quick-frozen foods have been continuously enriched,and entered people's lives,becoming daily consumer products.However,according to the consumers'impression of the quick-frozen foods,it was found that most consumers still think that the quick-frozen foods is unhealthy even though they have a purchase behavior.This article takes the target consumer group of quick-frozen foods as the research object,and reviews the concept and definition of the stereotype in different disciplines with the method of literature research.At the same time,it reviews the previous research on the causes of stereotypes and the experimental results of improvement strategies.This article first measured the stereotypical impression of quick-frozen foods by questionnaires,which is,quick-frozen foods are convenient but not healthy.After analyzing the consumer's cognition and behavior,it was found in the impression of consumers that dumplings are representative of quick-frozen foods and consumers do not strictly distinguish the concepts of quick-frozen and freezing.In this paper,multi-modal discourse analysis is used to analyze the status of information environment created by TV advertisements on frozen dumplings.Combined with the results of interviews with some consumers,we analyze the reasons why consumers have "convenient but unhealthy" stereotypes about quick-frozen foods in terms of social traditions and regulations,information environment and personal experience.Finally,combined with the above analysis and related conclusions of previous intervention experiments on stereotypes,we try to propose corresponding stereotypes improvement strategies from the frozen food industry,frozen food companies,and consumers.