Altering health-pleasure trade-off via advertising claims

Svetlana Bialkova, Lena Sasse, Anna Fenko

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Abstract

The study investigated whether and how advertising claims (taste vs. health benefit) influenced consumer taste perception and buying intentions of potato chips. Participants (N=154) were exposed to the front of the product package and were invited to taste the product. Taste benefit claims lead to perceiving the chips as more tasty, while health benefit claims reduced the perceived level of tastefulness of the product. The buying intention was higher when the package carried taste than health benefit claims. These outcomes show that advertising claims may alter consumer health-pleasure trade-off and thus play a crucial role in buying decisions
Original languageEnglish
Publication statusPublished - 26 Jun 2014
Event13th International Conferences on Research in Advertising, ICORIA 2014 - Amsterdam, Netherlands
Duration: 26 Jun 201428 Jun 2014
Conference number: 13

Conference

Conference13th International Conferences on Research in Advertising, ICORIA 2014
Abbreviated titleICORIA
CountryNetherlands
CityAmsterdam
Period26/06/1428/06/14

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Bialkova, S., Sasse, L., & Fenko, A. (2014). Altering health-pleasure trade-off via advertising claims. Paper presented at 13th International Conferences on Research in Advertising, ICORIA 2014, Amsterdam, Netherlands.