Are nutrient-content claims always effective? Match-up effects between product type and claim type in food advertising

The purpose of this study was to examine the extent to which recently prevalent nutrient-content claims in food advertising are effective and how the level of effectiveness might differ between food products perceived as healthy and unhealthy.

Are nutrient-content claims always effective? Match-up effects between product type and claim type in food advertising

Hojoon Choi

University of Georgia

Hye-Jin Paek

Hanyang Univerity

Karen Whitehill King

University of Georgia

Introduction

Obesity is a serious health problem in the United States, and has been for several decades (Kim & Willis 2007). Although many factors contribute to this problem, advertising for unhealthy food products is identified as one culprit across gender and age (Young 2003; Hoek & Gendall 2006; Ambler 2007; Harker et al.2007; Roberts & Pettigrew 2007). While advertising for high-sugar, high-fat and low-nutrient food products is...

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