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Health-related ad information and health motivation effects on product evaluations

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  • Chrysochou, Polymeros
  • Grunert, Klaus G.
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    Abstract

    This study tests the effect of health-related ad information on perceived product healthfulness and purchase intention. Also, the study investigates whether consumers' health motivation moderates the effects, because of the way health motivation affects processing of health-related information in ads. Three types of health-related ad elements are distinguished: functional claims, process claims and health imagery. These elements were combined in mock ads and an online experiment was run to test the study hypotheses. Results show that health imagery has the largest impact on consumers' product evaluations, while functional claims and process claims have much smaller effects. Health motivation shows significant interaction with process claims on product evaluations.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 67 (2014)
    Issue (Month): 6 ()
    Pages: 1209-1217

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    Handle: RePEc:eee:jbrese:v:67:y:2014:i:6:p:1209-1217

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Food advertisements; Imagery; Health claims; Nutrition claims; Process claims; Health motivation;

    References

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    1. Keller, Kevin Lane, 1987. " Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 14(3), pages 316-33, December.
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    5. Klaus Grunert & Liisa Lähteenmäki & Yasemin Boztug & Emilia Martinsdóttir & Øydis Ueland & Annika Åström & Piritta Lampila, 2009. "Perception of Health Claims Among Nordic Consumers," Journal of Consumer Policy, Springer, Springer, vol. 32(3), pages 269-287, September.
    6. Thomas Anker & Peter Sandøe & Tanja Kamin & Klemens Kappel, 2011. "Health Branding Ethics," Journal of Business Ethics, Springer, Springer, vol. 104(1), pages 33-45, November.
    7. Koert Van Ittersum & Matthew T. G. Meulenberg & Hans C. M. Van Trijp & Math J. J. M. Candel, 2007. "Consumers’ Appreciation of Regional Certification Labels: A Pan-European Study," Journal of Agricultural Economics, Wiley Blackwell, Wiley Blackwell, vol. 58(1), pages 1-23, 02.
    8. MacKenzie, Scott B & Spreng, Richard A, 1992. " How Does Motivation Moderate the Impact of Central and Peripheral Processing on Brand Attitudes and Intentions?," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 18(4), pages 519-29, March.
    9. Athanasios Krystallis & Polymeros Chrysochou, 2012. "Do Health Claims and Prior Awareness Influence Consumers' Preferences for Unhealthy Foods? The Case of Functional Children's Snacks," Agribusiness, John Wiley & Sons, Ltd., vol. 28(1), pages 86-102, 01.
    10. Moorman, Christine, 1990. " The Effects of Stimulus and Consumer Characteristics on the Utilization of Nutrition Information," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 17(3), pages 362-74, December.
    11. Moorman, Christine & Matulich, Erika, 1993. " A Model of Consumers' Preventive Health Behaviors: The Role of Health Motivation and Health Ability," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 20(2), pages 208-28, September.
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