The Role of Category Average Reference Points and Health Halos in Purchase Intentions of Healthy and Hedonic Food

Jutta Schuch, Georg-August-University Goettingen
Steffen Jahn, Georg-August-University Goettingen
Yasemin Boztug, Georg-August-University Goettingen
Health claims can cause obsessive calorie intake. Two studies show that category average reference points can impact purchase intentions via healthiness perception. Moreover they can limit the consumption enhancing effect of health claims as they help correct biased calorie expectations. This applies to hedonic and healthy categories.
[ to cite ]:
Jutta Schuch, Steffen Jahn, and Yasemin Boztug (2014) ,"The Role of Category Average Reference Points and Health Halos in Purchase Intentions of Healthy and Hedonic Food", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 670-671.