Nutrition Ad Claims and Disclosures: Interaction and Mediation Effects for Consumer Evaluations of the Brand and the Ad
Rent the article at a discountRent now
* Final gross prices may vary according to local VAT.Get Access
The effects of ad disclosure information on evaluations of the brand, the advertisement, and purchase intentions are postulated to vary across different ad claim types. In addition, consumers' product health perceptions are hypothesized to mediate the effects of the disclosure information and ad claim type on brand and ad-related evaluations. Results from a between subjects' experiment show that the health perception measure mediates the effect of the disclosure on brand and ad evaluations, but the interaction between the ad claim type and the disclosure is not mediated by the inclusion in the model of consumers' product health perceptions.
- Ajzen, I. and M. Fishbein. (1980). Understanding Attitudes and Predicting Social Behavior. Hillsdale, NJ: Lawrence Erlbaum Associates.
- Andrews, J.C. and T.J. Maronick. (1995). “Advertising Research Issues from FTC Versus Stouffer Foods Corporation,” Journal of Public Policy & Marketing 14 (2), 301-309.
- Andrews, J.C., R.G. Netemeyer, and S. Burton. (1998). “Consumer Generalization of Nutrient Content Claims in Advertising,” Journal of Marketing 62 (4), 62-75.
- Baron, R.M., and D. Kenny. (1986). “The Moderator-Mediator Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,” Journal of Personality and Social Psychology 51 (6), 1173-1182.
- Deighton, J. (1984). “The Interaction of Advertising and Evidence,” Journal of Consumer Research (3), 763-770.
- Ford, G.T., D.B. Smith, and J.L. Swasy. (1990). “Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of Information,” Journal of Consumer Research 16 (4), 433-441.
- FTC Enforcement Policy Statement on Food Advertising (1994). May, Washington, DC: Federal Trade Commission, 1-28.
- Johar, G.V. (1995). “Consumer Involvement and Deception from Implied Advertising Claims,” Journal of Marketing Research 32 (3), 267-279.
- Harris, R.J. (1983). Information Processing Research in Advertising. Hillsdale, NJ: Lawrence Erlbaum Associates.
- Hastie, R. (1984). “Causes and Effects of Causal Attributions,” Journal of Personality and Social Psychology 46 (1), 44-56.
- Hoch, S.J. and Y.W. Ha. (1986). “Consumer Learning: Advertising and the Ambiguity of Product Experience,” Journal of Consumer Research 13 (2), 221-233.
- Holmbeck, G.N. (1997). “Toward Terminological, Conceptual, and Statistical Clarity in the Study of Mediators and Moderators: Examples from the Child-clinical and Pediatric Psychology Literatures” Journal of Consulting and Clinical Psychology 65 (4) 599-610.
- Hurley, J. and S. Schmidt. (1992). “Food Labels Get Healthy”, Nutrition Action Healthletter July/August, 8-9.
- Keller, S. et al. (1997). “The Effects of Nutrition Package Claims, Nutrition Facts Labels, and Motivation toProcess Nutrition Information on Consumer Product Evaluations,” Journal of Public Policy & Marketing 16(2), 256-269.
- Loken, B. and B. Howard-Pitney. (1988). “Effectiveness of Cigarette Advertisements on Women: An Experimental Study,” Journal of Applied Psychology 73 (3), 378-382.
- Maronick, T.J. (1991). “Copy Tests in FTC Deception Cases: Guidelines for Researchers,” Journal of Advertising Research (December), 9-17.
- Moorman, C. (1990). “The Effects of Stimulus and Consumer Characteristics on the Utilization of Nutrition Information,” Journal of Consumer Research 17 (3), 362-374.
- Nelson, P. (1974). “Advertising as Information,” Journal of Political Economy, 78 (March–April), 729-754.
- Nisbett, R. and L. Ross. (1980). Human Inference: Strategies and Shortcomings of Social Judgement. Englewood Cliffs, NJ: Erlbaum.
- Ono, Y. (1995). “Today's Low-fat Diet: Pretzels, Licorice,” The Wall Street Journal, (March 14), B9.
- Pechmann, C. (1996). “Do Consumers Overgeneralize One-sided Comparative Price Claims, and Are More Stringent Regulations Needed?” Journal of Marketing Research 33 (2), 150-162.
- Russo, J.E., B.L. Metcalf, and D. Stephens. (1981). “Identifying Misleading Advertising,” Journal of Consumer Research 8 (2), 119-131.
- Shimp, T.A. (1983). “Evaluative Verbal Content and Deception in Advertising: A Review and Critical Analysis.” In Information Processing Research in Advertising. Richard J. Harris, Ed., Hillsdale, NJ: Lawrence Erlbaum, 195-216.
- “Shopping for Health” (1995). The Food Marketing Institute/Prevention Magazine.
- Silverglade, B.A. (1991). “A Comment on Policy Issues in Health Claims for Foods,” Journal of Public Policy & Marketing 10 (1), 54-62.
- Smith, D.B. (1990). “The Economics of Information: An Empirical Approach to Nelson's Search-Experience Framework,” Journal of Public Policy & Marketing 9, 111-128.
- Starek, R.B., III (1993). Ross Starek's Wish List Or, a Call for Extrinsic Evidence. Prepared remarks of Roscoe B. Starek, Commissioner, Federal Trade Commission, 1993 Marketing and Public Policy Conference, East Lansing, MI, June 4, 1-19.
- Wilkie, W.L. (1985). “Affirmative Disclosures at the FTC: Objectives for the Remedy and Outcomes of Past Orders,” Journal of Public Policy & Marketing 4, 91-111.
- Wright, P. (1986). “Schemer Schema: Consumers' Intuitive Theories about Marketers' Influence Tactics.” In Advances in Consumer Research, v. 13, Richard J. Lutz, ed., Provo, UT: Association for Consumer Research, 1-3.
- Nutrition Ad Claims and Disclosures: Interaction and Mediation Effects for Consumer Evaluations of the Brand and the Ad
Volume 11, Issue 3 , pp 235-247
- Cover Date
- Print ISSN
- Online ISSN
- Kluwer Academic Publishers
- Additional Links
- Advertising disclosures
- nutrition claims
- brand and advertising attitudes
- Industry Sectors
- Author Affiliations
- 1. Sam M. Walton College of Business Administration, University of Arkansas, Fayetteville, AR, 72701
- 2. Marquette University, 606 N. 13th St., Milwaukee, WI, 53233
- 3. Louisiana State University, Baton Rouge, LA, 70803