Premium
Consumer Perceptions of Health Claims in Advertisements and on Food Labels
Author(s) -
MAZIS MICHAEL B.,
RAYMOND MARY ANNE
Publication year - 1997
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1997.tb00824.x
Subject(s) - health claims on food labels , skepticism , affect (linguistics) , advertising , perception , commission , marketing , food products , food choice , business , consumer education , psychology , medicine , food science , philosophy , chemistry , communication , epistemology , finance , pathology , neuroscience
It has been hypothesized that consumers are more skeptical of health claims made in food ads than of health claims made on food labels. Therefore, the current research explores consumers' skepticism of health claims when the source of such claims is identified as a food ad or a food label. The study also examines whether consumers' beliefs are affected by nutrition information on food labels and whether health claims that have been challenged by the Federal Trade Commission (FTC) and by consumer groups are more likely to affect consumers' beliefs than are unchallenged health claims. The findings have implications for understanding the role of education in reducing consumer misperceptions of health claims.