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Does Advertising Content Matter? Impacts of Healthy Eating and Anti-Obesity Advertising on Willingness to Pay by Consumer Body Mass Index

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  • Wang, Ruitong
  • Liaukonyte, Jura
  • Kaiser, Harry M.

Abstract

This study examines the impacts of two types of advertising content—healthy eating and anti-obesity advertising—on the demand for healthy and unhealthy food and beverage items. We show that differentiating consumers by weight is crucial in fully understanding the effects of advertising content on food and beverage demand. We find that among overweight individuals, anti-obesity advertisements are more effective than healthy eating advertisements at reducing the demand for unhealthy items and increasing the demand for healthy items. Furthermore, the magnitude of this effect increases with BMI. We discuss possible explanations and policy implications based on our results.

Suggested Citation

  • Wang, Ruitong & Liaukonyte, Jura & Kaiser, Harry M., 2018. "Does Advertising Content Matter? Impacts of Healthy Eating and Anti-Obesity Advertising on Willingness to Pay by Consumer Body Mass Index," Agricultural and Resource Economics Review, Cambridge University Press, vol. 47(1), pages 1-31, April.
    • Handle: RePEc:cup:agrerw:v:47:y:2018:i:01:p:1-31_00
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    Cited by:

    1. Onur Sapci & Ayse Sapci, 0. "Consumer Perception of Food Expiration Labels: “Sell By” Versus “Expires On”," Eastern Economic Journal, Palgrave Macmillan;Eastern Economic Association, vol. 0, pages 1-17.
    2. Onur Sapci & Ayse Sapci, 2020. "Consumer Perception of Food Expiration Labels: “Sell By” Versus “Expires On”," Eastern Economic Journal, Palgrave Macmillan;Eastern Economic Association, vol. 46(4), pages 673-689, October.
    3. Elnaz Moghimi & Mary E Wiktorowicz, 2019. "Regulating the Fast-Food Landscape: Canadian News Media Representation of the Healthy Menu Choices Act," IJERPH, MDPI, vol. 16(24), pages 1-22, December.
    4. Farshbaf-Geranmayeh, Amir & Zaccour, Georges, 2021. "Pricing and advertising in a supply chain in the presence of strategic consumers," Omega, Elsevier, vol. 101(C).
    5. Maksymilian Czeczotko & Hanna Górska-Warsewicz & Robert Zaremba, 2022. "Health and Non-Health Determinants of Consumer Behavior toward Private Label Products—A Systematic Literature Review," IJERPH, MDPI, vol. 19(3), pages 1-36, February.
    6. Amir Hossein Salimi & Amir Noori & Hossein Bonakdari & Jafar Masoompour Samakosh & Ehsan Sharifi & Mohammadreza Hassanvand & Baharam Gharabaghi & Mehdi Agharazi, 2020. "Exploring the Role of Advertising Types on Improving the Water Consumption Behavior: An Application of Integrated Fuzzy AHP and Fuzzy VIKOR Method," Sustainability, MDPI, vol. 12(3), pages 1-33, February.
    7. S. Sajeesh & Ozgur M. Araz & Terry T.‐K. Huang, 2022. "Market positioning in food industry in response to public health policies," Production and Operations Management, Production and Operations Management Society, vol. 31(7), pages 2962-2981, July.

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