The Role of Category Average Reference Points and Health Halos in Purchase Intentions of Healthy and Hedonic Food
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.
Citation:
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 670-671.
Authors
Jutta Schuch, Georg-August-University Goettingen
Steffen Jahn, Georg-August-University Goettingen
Yasemin Boztug, Georg-August-University Goettingen
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
J2. Consistence vs. Variety: The Effect of Temporal Orientation on Variety Seeking
YUAN ZHANG, Xiamen University
SHAOQING ZHANG, Quanzhou Normal University
Featured
With or Without You: When Second Person Pronouns Engage Listeners
Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA
Featured
Decreasing Impatience with Bundled Donations
Sachin Banker, University of Utah, USA