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The Impact of Qualified Health Claims on Advertising Evaluations: The Cases of POM Wonderful and Minute Maid

Author

Listed:
  • C. D. Hatch

    (Butler University)

  • H. Buttrick

    (Butler University)

Abstract

Recently, there has been increasing attention to and importance placed on qualified health claims both on industry and policy fronts. All parties have been advocating for broader qualified health claims to improve the information that consumers possess so that they can make more informed decisions. This research attempts to inform this discussion by examining consumer responses to qualified health claims and the scientific certainty that supports the health claim. The results of this study have important implications for consumers who are prospective buyers of these products as well as policymakers and industry members.

Suggested Citation

  • C. D. Hatch & H. Buttrick, 2019. "The Impact of Qualified Health Claims on Advertising Evaluations: The Cases of POM Wonderful and Minute Maid," Journal of Consumer Policy, Springer, vol. 42(2), pages 285-301, June.
    • Handle: RePEc:kap:jcopol:v:42:y:2019:i:2:d:10.1007_s10603-019-09408-1
    DOI: 10.1007/s10603-019-09408-1
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    References listed on IDEAS

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    2. Moorman, Christine, 1990. "The Effects of Stimulus and Consumer Characteristics on the Utilization of Nutrition Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 362-374, December.
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