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The diverse effects of nutrition claims on highly and low tempting food products : healthiness as a USP

Remberg, J.E. (2015) The diverse effects of nutrition claims on highly and low tempting food products : healthiness as a USP.

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Abstract:This study investigates the effects of different nutrition claims on purchase intention for food products with different levels of temptation strength. Essentially, this study realigns the scientific proceedings of two distinct food related research fields (purchase intention differences caused by various nutrition claims/differences in consumption of low and highly tempting food products) and synthesizes them into one coherent concept. In an experiment focused on examining variances of purchase intention between a highly and a low tempting product, it was discovered that additional nutrition claims created differences in purchase intention for highly tempting products (cupcakes), whereas this effect was not present for low tempting products (muesli-bars). Significantly higher purchase intentions for cupcakes with low fat claims compared to cupcakes with antioxidants claims were found. Yet, low fat claims for cupcakes evoked purchase intentions which were not significantly lower than purchase intentions of cupcakes without nutrition claims. From a marketing point of view, this suggests that additional low fat nutrition claims can cause highly tempting, but unhealthy products to be perceived as being healthier than a nutrition claim-free version of the same product, while not significantly reducing purchase intentions. Through this, new consumer segments who are craving for health- as well as tasterelated aspects, combined in a single product, can be reached. From a governmental health campaign point of view, the results indicate that nutrition claims have little effect for promoting the healthiness of low tempting, but healthy food products, whereas highly tempting products with nutrition claims may be misinterpreted as being a healthy choice, when in fact they are not.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/67016
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