Are nutrient-content claims always effective?

Choi, Hyun‐Jung; Paek, Hye‐Jin; King, Karen Whitehill

doi:10.2501/ija-31-2-421-443

Cited by 55 publications

(28 citation statements)

References 28 publications

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“…According to the match-up hypothesis, advertising appeals must match the specific characteristics and benefits of a product to be effective (Choi et al, 2012;Liebermann and Flint-Goor 1996). Therefore, to improve the image of healthy foods, transformational advertising appeals must be differentiated to the unique characteristics of each healthy product.…”

Section: Contributionsmentioning

confidence: 99%

“…The focus on transformational appeals can be intensified as long as its relevance to the product remains significant (Choi et al, 2012;Liebermann and Flint-Goor, 1996). In addition, to satisfy the information demands of high-involvement consumer segments, concise information is desirable, and additional informational appeals should be provided via alternative sources such as product packaging or a website.…”

Section: Contributionsmentioning

confidence: 99%

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From informational towards transformational advertising strategies? A content analysis of Belgian food magazine advertisements

Roose

Geuens

Vermeir

2018

BFJ

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Belgian food advertising was selected as an adequate representation of Western (European) food advertising because marketing in Belgium is permeated by international influences (cf., Belgian Federal Government). Advertisements were sampled from three magazines over a period of five years, from January 2009 to December 2013. The sample comprised 325 unique advertisements, including 159 for healthy foods and 166 for unhealthy foods. Findings: The results of the content analysis indicated that healthy food advertisements in Belgium are mainly informational, whereas unhealthy food advertisements are mainly transformational. Originality/value: This preliminary examination of informational and transformational advertising appeals in contemporary healthy food and unhealthy food advertisements shows that healthy food advertisements in Belgium are mainly informational, whereas the segment of consumers which is precariouspeople low-involved with healthy foodare mainly attracted by transformational advertising appeals. The contrasting transformational strategy of unhealthy-food advertisements can provide inspiration for healthy food advertisers to help increase healthy food consumption.

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Section: Contributionsmentioning

confidence: 99%

Section: Contributionsmentioning

confidence: 99%

From informational towards transformational advertising strategies? A content analysis of Belgian food magazine advertisements

Roose

Geuens

Vermeir

2018

BFJ

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“…Many food advertisements make health-and nutritionrelated (HNR) claims [1]. Although these claims share the objective of increasing the perception that a particular food has health benefits, they do so in very different ways.…”

Section: Introductionmentioning

confidence: 99%

“…NCCs are the most frequently used HNR claim type in food advertising [1]. NCCs emphasize the specific enhancement of healthy nutrients or the reduction of unhealthy ingredients in food [2,3].…”

Section: Introductionmentioning

confidence: 99%

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The effect of location and type of nutrition content claims (NCCs) on healthy food purchase intentions: findings from an experimental study

Li¹,

Liu

Guo

2020

BMC Public Health

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Background: Nutrition Content Claims (NCCs) are often used to enhance the appeal of healthy food products. Appropriate horizontal positioning of different NCCs in the consumer's visual field may help to improve the effect of the claims. This study examines the extent to which NCCs on food packaging are effective depending on where the claims are located on the packaging and the type of claims. Methods: Guided by the location effect, a 2 (claim type: benefit-seeking vs. risk-avoidance) × 2 (claim location: left vs. right) experiment is conducted to investigate the influence of NCCs located on the left side of the observer's visual field compared to claims on the right side of the observer's visual field on purchase intentions when the claim is either benefit-seeking or risk-avoidance. The study was conducted online. A total of 400 participants took part in the experiment. The study obtained valid data from 365 participants (44.11% males). Analyses examined the purchase intentions of food products with different claims located in different locations. Differences were tested using a general linear model, and a level of significance of 0.05 was used. Results: The authors find that respondents show higher purchase intentions toward foods with risk-avoidance NCCs located on the left and toward foods with benefit-seeking NCCs located on the right side of the package. Conclusions: The results provide implications and suggestions for improving healthy food packaging and marketing strategies and for public health policy.

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Nutrition claims influence expectations about food attributes, attenuate activity in reward‐associated brain regions during tasting, but do not impact pleasantness

et al. 2022

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Introduction: Nutrition claims are one of the most common tools used to improve food decisions. Previous research has shown that nutrition claims impact expectations; however, their effects on perceived pleasantness, valuation, and their neural correlates are not well understood. These claims may have both intended and unintended effects on food perception and valuation, which may compromise their effect on food decisions. Methods:We investigated the effects of nutrition claims on expectations, perceptions, and valuation of milk-mix drinks in a behavioral (n = 110) and an fMRI (n = 39) study. In the behavioral study, we assessed the effects of a "fat-reduced" and a "protein-rich" nutrition claim on expected and perceived food attributes of otherwise equal food products. In the fMRI study, we investigated the effect of a "protein-rich" claim on taste pleasantness perception and valuation, and on their neural correlates during tasting and swallowing. Results:We found that both nutrition claims increased expected and perceived healthiness and decreased expected but not perceived taste pleasantness. The "protein-rich" claim increased expected but not perceived satiating quality ratings, while the "fatreduced" claim decreased both expected and perceived satiating quality ratings. In the This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.

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Are nutrient-content claims always effective?

Cited by 55 publications

References 28 publications

From informational towards transformational advertising strategies? A content analysis of Belgian food magazine advertisements

From informational towards transformational advertising strategies? A content analysis of Belgian food magazine advertisements

The effect of location and type of nutrition content claims (NCCs) on healthy food purchase intentions: findings from an experimental study

Nutrition claims influence expectations about food attributes, attenuate activity in reward‐associated brain regions during tasting, but do not impact pleasantness

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