Consumer Generalization of Nutrient Content Claims in Advertising

Journal of Marketing - Tập 62 Số 4 - Trang 62-75 - 1998
J. Craig Andrews1, Richard G. Netemeyer2, Scot Burton3
1Marquette University
2Louisiana State University
3University of Arkansas

Tóm tắt

Although considerable research exists on consumer processing of nutrition labeling and package claims, less is known about consumer interpretation of nutrient content claims in advertising. This is important because product advertising often provides a significant first step for consumers in learning new nutrition information. Yet, unlike package claims, Nutrition Facts Panels are often not available for consumers during the processing of such advertising claims. Therefore, the authors examine the following research questions: (1) Do consumers misinterpret (i.e., overgeneralize) common nutrient content claims in advertising? If so, under what conditions does this occur? and (2) Can various types of disclosure statements remedy this problem? To address these questions, the authors interview a total of 365 primary food shoppers in three geographically dispersed malls in the United States in a between-subjects experiment. Misleading generalizations, beyond those of control ad claims, are found for general and specific nutrient content claims. Ad disclosure type, ad claim type, and nutrition knowledge all separately influence nutrient content and disease risk measures. Evaluative disclosures reduce misleading generalizations to a greater extent than do absolute or relative disclosures. The authors offer implications for public policy and food marketers.

Từ khóa


Tài liệu tham khảo

10.1086/209080

Andrews J. Craig, 1995, FTC Versus Stouffer Foods Corporation,” Journal of Public Policy & Marketing, 14, 301, 10.1177/074391569501400211

10.1086/209406

10.1177/074391568400300101

10.1086/209130

Burros Marian, 1994, New York Times, 1, 18

10.1177/074391569401300103

10.1177/074391569401300204

Chase Marilyn, 1995, The Wall Street Journal, B1

Colford Steven M., 1994, Advertising Age, 10

10.1037/0033-295X.82.6.407

10.1111/j.1745-6606.1976.tb00581.x

10.1177/002224299305700408

DeNitto Emily, 1991, Supermarket News, 41, 32

1993, FDA Consumer, 1

1993, Federal Register, 58, 520

Federal Trade Commission (1994), FTC Enforcement Policy Statement on Food Advertising. Washington, DC: Federal Trade Commission, 1–28.

10.1037/0021-9010.73.3.421

1995, The Food Marketing Institute/Prevention Magazine, 1

10.1177/074391569601500102

10.1086/209228

Hair Joseph F., 1995, Multivariate Data Analysis.

10.1086/209062

Hurley Jayne, 1992, Nutrition Action Healthletter, 19, 8

Ingersoll Bruce, 1991, The Wall Street Journal, B4

10.1086/208687

10.1177/109019818401100101

10.1177/002224379503200303

10.1177/074391569601500101

10.1016/S0022-3182(12)80963-0

10.1086/208893

Maronick Thomas J., 1991, Journal of Advertising Research, 31, 9

10.1177/002224298104500102

10.1086/208563

10.1177/074391569601500103

10.1086/260231

10.1177/002224377801500105

10.1177/002224379603300203

10.1177/074391569601500116

10.1007/978-1-4612-4964-1

10.1016/0010-0285(75)90021-3

10.1111/j.1540-4560.1991.tb01812.x

10.1086/208848

10.1086/208690

Shimp Terence A., 1983, Information Processing Research in Advertising, 195

Shimp Terence A., 1997, Advertising, Promotion, and Supplemental Aspects of Marketing Communications.

10.1177/074391569101000105

10.1177/074391569000900109

10.1177/002224298204600108

U.S. Bureau of the Census (1994), “Projections of the Population, by Age, Sex, Race, and Hispanic Origin, for the United States: 1993 to 2050.” Washington, DC: Statistical Information Office, Population Division, 14.

10.1177/074391569401300104

10.1177/074391568500400108

Wilkie William L., 1984, Journal of Marketing, 48, 11

Winer B.J., 1991, Statistical Principles in Experimental Design.

Wright Peter, 1986, Advances in Consumer Research, 13, 1

Thông tin
Thông tin xuất bản

Journal of Marketing

Tập 62 Số 4

62-75

Thông tin tác giả