Théo Besson
Théo Besson is a researcher and co-author of the 2026 halo or horn study of high-protein labels.
Who they are
Théo Besson is a researcher and co-author of the 2026 halo or horn study of high-protein labels. On this site the name is tied to Halo and Horn Effects of Labels.
Key papers
Capuano, C., Durand, F., & Besson, T. (2026). Halo or horn? The role of prior attitudes in shaping consumer responses to high-protein food labels. Food Quality and Preference, 148, 106095.
Key ideas
Halo and Horn Effects of Labels: A label can lift perception of a product beyond its claim, as a halo does, or lower it on other qualities, as a horn does, depending on the product and the shopper.
Sources
- Capuano, C., Durand, F., & Besson, T. (2026). Halo or horn? The role of prior attitudes in shaping consumer responses to high-protein food labels. Food Quality and Preference, 148, 106095.