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

  • Chrysochou, Polymeros
  • Grunert, Klaus G.
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    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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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296313001719
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    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
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    6. 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, vol. 58(1), pages 1-23, 02.
    7. Scott, Linda M, 1994. " Images in Advertising: The Need for a Theory of Visual Rhetoric," Journal of Consumer Research, University of Chicago Press, vol. 21(2), pages 252-73, September.
    8. 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, vol. 20(2), pages 208-28, September.
    9. Thomas Anker & Peter Sandøe & Tanja Kamin & Klemens Kappel, 2011. "Health Branding Ethics," Journal of Business Ethics, Springer, vol. 104(1), pages 33-45, November.
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    11. 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, vol. 32(3), pages 269-287, September.
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