health-related ad information and health motivation effects on product … · 2013-10-03 ·...
TRANSCRIPT
Health-related ad information and health motivation effects on product evaluations
Aim and Objective
Test the effect of health-related ad information on perceived product healthfulness and purchase intention
Investigate whether consumers’ health motivation moderates the effects, because of the way health motivation affects processing of health-related information in ads
Polymeros Chrysochou & Klaus G. Grunert, MAPP Centre for Research on Customer Relations in the Food Sector
More info: Chrysochou, P. & Grunert, K.G. (2013). Health-related ad information and health motivation effects on product evaluations. Journal of Business Research, In Press.
Methods
Independent measures: Multiple operationalization of each type was used
Dependent measures: Perceived healthfulness and purchase intention
A full factorial design was used combining levels of each type into mock ads (the attached pictures are experimental stimuli shown to participants)
Online experiment conducted in Denmark (N=572)
Conclusion/Implications
When evaluating a food product presented in an ad, consumers tend to rely more on health image-ry, whereas consumers with higher levels of health motivation tend to rely on process claims
Effective advertising and public policy campaigns that aim at communicating healthfulness of food products can benefit by the use of visual elements
Public authorities should consider monitoring the use of such visual cues rather than focusing solely on monitoring the use of health-related claims on food products
Figure 1. Conceptual representation of types of communication elements in food advertisements
Functional claims
(e.g. Calcium)
Health imagery (e.g. Exercise)
Process claims (e.g. Organic)
Health message is directly conveyed Health message
is inferred
Results
Health imagery has the largest impact on consumers’ product evalua-tions, while functional claims and process claims have much smaller ef-fects (Figure 2)
Health motivation shows significant interaction with process claims on product evaluations (Figure 3)
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Non-Present Present
Per
ceiv
ed H
ealt
hfu
lnes
s
Functional Claims
Process Claims
Health Imagery
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3.2
3.3
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3.6
Non-Present Present
Pu
rch
ase
In
teti
on
Functional Claims
Process Claims
Health Imagery
Background
Three types of health-related ad elements are distinguished that differ in the way a health message is con-veyed (Figure 1)
Functional claims are statements made on a product asserting the existence or absence of a functional component
Process claims are arguments about a food product’s production process (e.g. organic, traditional).
Health imagery denotes visual elements employed on an ad that have an underlying health-related meaning
Each type affects product evaluations (Kozup et al., 2003 ; Bauer et al., 2012; Branthwaite, 2002), but have been studied in isolation
Figure 3. Interactions effects between health motivation and process claims
on perceived healthfulness and purchase intention
Figure 2. Main effect of health-related ad elements on perceived healthfulness and purchase intention