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How to persuade the health-oriented consumer

Wel, M.R. van (2018) How to persuade the health-oriented consumer.

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Abstract:Until recently it was assumed that consumers decide in a split second which soft drink to buy. Nowadays consumers pay more attention to the health benefits of food and drinks, and are more conscious about the impact of their food choices in order to live a healthy lifestyle. Therefore, the current research aims to study if central vs. peripheral advertising is more effective when introducing a new soft drink variant to healthy lifestyle-oriented consumers. Specifically, 2 advertising characteristics were manipulated in this study: source characteristics and the quality of the arguments, and studied, using an online survey, as a function of consumers’ health orientation. Outcomes measures comprised 1) emotions towards the product, 2) brand attitude, 3) product attitude and 4) purchase intention. The results revealed no significant effects of the advertisements on consumer responses. A significant main effect of the health orientation showed that in the case of Coca-Cola life, health-oriented consumers responded more positive on emotions towards the product, brand attitude, product attitude and purchase intention than consumers who are not health-oriented.
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/74839
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