Presence and effects of health and nutrition-related (HNR) claims with benefit-seeking and risk-avoidance appeals in female-orientated magazine food advertisements

A multi-method study was conducted to, first, establish the prevalence of types of health- and nutrition-related (HNR) claims (nutrient content, structure/function and health claims) with benefit-seeking and risk-avoidance appeals in food advertisements appearing in magazines with large female audiences and, second, determine the effects of the two HNR-paired appeal types on females’ evaluative judgements of food advertisements.

Presence and effects of health and nutrition-related (HNR) claims with benefit-seeking and risk-avoidance appeals in female-orientated magazine food advertisements

Hojoon Choi

University of Houston

Kyunga Yoo

University of Georgia

Tae Hyun Baek

Indiana University-Southeast

Leonard N. Reid

University of Georgia

Wendy Macias

Texas Christian University

Introduction

Food advertising is a subject of considerable research importance in the fields of advertising, health communication, marketing and nutrition (e.g. Andrews et al. 2000; Parker 2003; Young 2003; Dutta-Bergman 2004a, 2004b; Wansink & Chandon 2006; Ambler 2007; Chandon & Wansink 2007; Roberts & Pettigrew 2007; Brennan et al. 2008; Kim et al....

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