Health-Related Ad Information and Health Motivation Effects on Product Evaluations

Journal of Business Research, vol. 67, pp. 1209-1217, 2014

Posted: 17 Apr 2015

See all articles by Polymeros Chrysochou

Polymeros Chrysochou

Aarhus University - Department of Business Administration

Klaus G. Grunert

Aarhus University - School of Business and Social Sciences

Date Written: 2014

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.

Keywords: Food advertisements, Imagery, Health claims, Nutrition claims, Process claims, Health motivation

Suggested Citation

Chrysochou, Polymeros and Grunert, Klaus G., Health-Related Ad Information and Health Motivation Effects on Product Evaluations (2014). Journal of Business Research, vol. 67, pp. 1209-1217, 2014, Available at SSRN: https://ssrn.com/abstract=2595508

Polymeros Chrysochou (Contact Author)

Aarhus University - Department of Business Administration ( email )

Bartholins Allé 10
bygn. 1323 - 321
Aarhus, 8000
Denmark

Klaus G. Grunert

Aarhus University - School of Business and Social Sciences ( email )

Fuglesangs Alle 4
Aarhus V., DK-8210
Denmark
(+45) 89 48 64 39 (Phone)
86 15 39 88 (Fax)

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