IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v67y2014i6p1209-1217.html
   My bibliography  Save this article

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

Author

Listed:
  • Chrysochou, Polymeros
  • Grunert, Klaus G.

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.

Suggested Citation

  • Chrysochou, Polymeros & Grunert, Klaus G., 2014. "Health-related ad information and health motivation effects on product evaluations," Journal of Business Research, Elsevier, vol. 67(6), pages 1209-1217.
  • Handle: RePEc:eee:jbrese:v:67:y:2014:i:6:p:1209-1217
    DOI: 10.1016/j.jbusres.2013.05.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296313001719
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. 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, February.
    2. Moorman, Christine, 1990. " The Effects of Stimulus and Consumer Characteristics on the Utilization of Nutrition Information," Journal of Consumer Research, Oxford University Press, vol. 17(3), pages 362-374, December.
    3. 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, January.
    4. 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.
    5. 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, Oxford University Press, vol. 18(4), pages 519-529, March.
    6. Moorman, Christine & Matulich, Erika, 1993. " A Model of Consumers' Preventive Health Behaviors: The Role of Health Motivation and Health Ability," Journal of Consumer Research, Oxford University Press, vol. 20(2), pages 208-228, September.
    7. Scott, Linda M, 1994. " Images in Advertising: The Need for a Theory of Visual Rhetoric," Journal of Consumer Research, Oxford University Press, vol. 21(2), pages 252-273, September.
    8. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. " Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Oxford University Press, vol. 10(2), pages 135-146, September.
    9. repec:eee:ijrema:v:28:y:2011:i:3:p:167-180 is not listed on IDEAS
    10. Lähteenmäki, Liisa & Lampila, Piritta & Grunert, Klaus & Boztug, Yasemin & Ueland, Øydis & Aström, Annika & Martinsdóttir, Emilia, 2010. "Impact of health-related claims on the perception of other product attributes," Food Policy, Elsevier, vol. 35(3), pages 230-239, June.
    11. Keller, Kevin Lane, 1987. " Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations," Journal of Consumer Research, Oxford University Press, vol. 14(3), pages 316-333, December.
    12. Thomas Anker & Peter Sandøe & Tanja Kamin & Klemens Kappel, 2011. "Health Branding Ethics," Journal of Business Ethics, Springer, vol. 104(1), pages 33-45, November.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. repec:eee:transa:v:103:y:2017:i:c:p:343-361 is not listed on IDEAS

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:67:y:2014:i:6:p:1209-1217. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.