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Congruity effects and moderating influences in nutrient-claimed food advertising

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  • Choi, Hojoon
  • Reid, Leonard N.

Abstract

Guided by self- and functional-congruity theory, this experiment tested a model to determine (1) whether the effects of nutrient-claimed food advertisements are differentially predicted by self- and functional-congruities and (2) how identified predictive effects are moderated by health consciousness, an individual level factor, and perceived food healthiness (i.e., healthy and unhealthy foods), a situational factor. Self- and functional-congruities were predictive of four specific attitudes toward nutrient-claimed food advertisements; however, the predictive power of functional-congruity was stronger than that of self-congruity. Predictive relationships were moderated by health consciousness level, but not by the perceived healthiness of advertised foods. The results advance understanding of the information processing of food advertising in a nutrition-related messaging context, and indicate potentially significant theoretical, managerial, and policy implications.

Suggested Citation

  • Choi, Hojoon & Reid, Leonard N., 2016. "Congruity effects and moderating influences in nutrient-claimed food advertising," Journal of Business Research, Elsevier, vol. 69(9), pages 3430-3438.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:9:p:3430-3438
    DOI: 10.1016/j.jbusres.2016.01.043
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    2. Berg, Nathan & Preston, Kate L., 2017. "Willingness to pay for local food?: Consumer preferences and shopping behavior at Otago Farmers Market," Transportation Research Part A: Policy and Practice, Elsevier, vol. 103(C), pages 343-361.
    3. Géraldine Michel & Carlos Torelli & Nathalie Fleck & Benoit Hubert, 2022. "Self-brand values congruity and incongruity: Their impacts on self-expansion and consumers’ responses to brands," Post-Print hal-03518525, HAL.
    4. Michel, Géraldine & Torelli, Carlos J. & Fleck, Nathalie & Hubert, Benoit, 2022. "Self-brand values congruity and incongruity: Their impacts on self-expansion and consumers’ responses to brands," Journal of Business Research, Elsevier, vol. 142(C), pages 301-316.
    5. Adnan Zogaj & Dieter K. Tscheulin & Jörg Lindenmeier & Stephan Olk, 2021. "Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement," Journal of Business Economics, Springer, vol. 91(3), pages 379-400, April.
    6. Mason, Michela Cesarina & Moretti, Andrea & Raggiotto, Francesco & Paggiaro, Adriano, 2019. "Conceptualizing triathlon sport event travelers’ behavior," MPRA Paper 94187, University Library of Munich, Germany.
    7. Jörg Lindenmeier & Christian Arnold & Adnan Zogaj & Dieter K. Tscheulin, 2021. "Congruence constructs as mediators of stereotypic image perceptions’ effect on student volunteering intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(4), pages 575-597, December.
    8. Barsyte, Justina & Fennis, Bob M., 2023. "When innovation backfires: Preference for predictability moderates the spillover of functional food ambivalence to the entire parent category," Journal of Business Research, Elsevier, vol. 158(C).

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