Healthy or Unhealthy Slogans: That's the Question…

Adams, Leen; Geuens, Maggie

doi:10.1080/10810730601152755

Cited by 15 publications

(10 citation statements)

References 37 publications

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“…At first sight, the findings by Elder and Krishna [17] could suggest that multiple-sense ads can also promote healthy food. However, previous research shows that healthy food advertising and unhealthy food advertising often use different advertising techniques [33] and also call for different advertising techniques in order to be effective [34].…”

Section: Sensory Advertising For Healthy Versus Unhealthy Foodmentioning

confidence: 99%

Healthy Advertising Coming to Its Senses: The Effectiveness of Sensory Appeals in Healthy Food Advertising

Roose

Mulier

2020

Foods

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With increasing obesity rates and the daily overload of unhealthy food appeals, an important objective for advertising today is to promote healthy food consumption. According to previous research, sensory food advertisements referring to multiple senses-a combination of visual (sight), tactile (touch) and olfactory (smell) cues-evoke more positive sensory thoughts and, therefore, higher taste perceptions than advertisements referring to a single sense (e.g., only taste cues). However, this research only focused on sensory advertising for unhealthy food. The current research investigates how sensory advertising can promote healthy food. While multiple-sense ads for unhealthy food were shown to be more effective than single-sense ads, we find that, for healthy food, single-sense ads increase taste perceptions and advertising effectiveness compared to multiple-sense ads. In two laboratory experiments, we show a different underlying process for this effect-that is, single-sense ads evoke fewer negative thoughts than multiple-sense ads, which mediates the effect of single-sense versus multiple-sense ads on taste perceptions and advertising effectiveness. Moreover, we show that these effects occur not only for verbal ads but, importantly, also for visual ads, which are omnipresent today. This article closes with implications for theory and suggestions for food marketers, ad executives, and public policy.Foods 2020, 9, 51 2 of 22 especially those at risk of obesity [10,11]. It is, therefore, crucial to upgrade the image of healthy food in the minds of consumers to further attempt to counter the obesity epidemic. Research on the motivational processes underlying the conflict between healthiness and taste is still scarce [5]. A common assumption in existing food research is that consumers want to make healthy food choices, but, in reality, many consumers rather consider taste than the prospective health benefits of the food [12]. As such, a potential effective means to promote healthy food is using food advertising that appeals to consumers and enhances their taste perceptions of healthy food.Recent research on advertising effectiveness has focused on sensory marketing as an efficient way to engage consumers [13][14][15][16]. Sensory marketing engages the consumers' senses and affects their perception, judgment and behavior [15]. Applied to food, sensory food advertisements are used to create sensory triggers that affect the perceived quality of an abstract food attribute like its taste, smell, or shape [15]. According to Elder and Krishna [17], multisensory advertising for food can enhance taste perceptions of the food. These authors argue that ads referring to multiple senses (multiple-sense ads) for indulgent foods evoke more positive sensory thoughts about the food (e.g., "I like the crunchy texture of potato chips") compared to ads mentioning taste only (single-sense ads), and hence these positive sensory thoughts optimize perceived taste of the food.However, this previous research only investigated the effects of se...

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Section: Sensory Advertising For Healthy Versus Unhealthy Foodmentioning

confidence: 99%

Healthy Advertising Coming to Its Senses: The Effectiveness of Sensory Appeals in Healthy Food Advertising

Roose

Mulier

2020

Foods

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“…Participants were aware of a general definition of 'healthiness', when they articulated their considerations and perceptions on healthy family food provisioning. The use of nutritional slogans and catch phrases, indicated that health strategies employed by health researchers, governments and the food industry are being received by fathers (Adams & Geuens, 2007). They readily distinguished between 'healthy ' and 'unhealthy' or 'good' and 'bad' food. Home-made cooking and fresh ingredients were perceived to be healthy, whilst foods and ingredients such as sugar, salt, fat, processed items and 'junk food' were frequently referred to as 'bad'.…”

Section: Discussionmentioning

confidence: 99%

What Do the ‘Breadwinners’ Do? Understanding Fathers’ Roles in Family Food Work in Australia

Fenner¹,

Banwell²

2019

GJHS

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In the context of global concern about children’s weight and health, this study aims to investigate the extent to which Australian fathers are involved in family food work which includes feeding the family, and associated tasks such as shopping, food selection, planning meals, preparing, cooking, and cleaning up. It seeks to identify whether fathers consider children’s ‘healthiness’ and weight gain when performing these tasks, and what, if any, nutritional information resources they accessed. A qualitative exploratory study using semi-structured face-to-face interviews was conducted with eight fathers aged between 25 to 50 years living in the Australian Capital Territory. Participants discussed their roles in food provisioning and their perceptions of the food work process. A commitment to equally sharing domestic tasks between partners was frequently acknowledged amongst participants, despite the persistence of performative gendered norms. Male participants also discussed some of the constraining factors influencing their involvement in food provisioning. These included time scarcity, working commitments and cost. Whilst nutrition was considered when selecting and preparing food, most participants reported that they had not accessed or received nutritional and health information for their children. These findings provided insights into fathers’ perceptions of their roles and responsibilities of healthy food provisioning. Furthermore, this study suggests that public health researchers and health promoters should adapt their efforts to include fathers in education about the nutritional content of food for primary aged children, given the apparent paucity in these resources.

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“…Personal characteristics and how these play a role in processing persuasive communication, such as the level of experience, risk perception, and health awareness, should be studied as well [40,41,42]. …”

Section: Discussionmentioning

confidence: 99%

The Role of Affect and Cognition in Processing Messages about Early Diagnosis for Alzheimer’s Disease by Older People

2017

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Through early diagnosis of symptoms, the Alzheimer’s disease process can be decelerated. The main concern is to encourage the population at risk to take responsible actions at the earliest stage of the onset of the disease. Persuasive communication is essential to achieve this. In an experimental study, the evaluation of awareness messages for early diagnosis containing weak and strong arguments and negative and positive images was performed on a sample of older Belgians. The mediating role of affective responses and message thoughts was explored. Strong arguments led to a more positive evaluation of the message than weak arguments directly and indirectly via the positive effect they had on message affect and thoughts, which, in turn, positively affected message evaluation. A negative message image led to a more positive message evaluation than a positive one. This effect was not mediated by either message affect or message thoughts.

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Healthy or Unhealthy Slogans: That's the Question…

Cited by 15 publications

References 37 publications

Healthy Advertising Coming to Its Senses: The Effectiveness of Sensory Appeals in Healthy Food Advertising

Healthy Advertising Coming to Its Senses: The Effectiveness of Sensory Appeals in Healthy Food Advertising

What Do the ‘Breadwinners’ Do? Understanding Fathers’ Roles in Family Food Work in Australia

The Role of Affect and Cognition in Processing Messages about Early Diagnosis for Alzheimer’s Disease by Older People

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