Health Is Up, Indulgence Down. Effects of the Vertical Location of Food Product Claims on Consumer Response.

Our research indicates that the position of specific food claims along the vertical dimension (of ads and packages) influences consumers' response, such that products will be preferred when health-related claims are at the top and indulgence-related claims at the bottom.



Citation:

Alexandra Festila and Polymeros Chrysochou (2016) ,"Health Is Up, Indulgence Down. Effects of the Vertical Location of Food Product Claims on Consumer Response.", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 731-731.

Authors

Alexandra Festila, MAPP Centre, Department of Management, Aarhus University, Denmark
Polymeros Chrysochou, MAPP Centre, Department of Management, Aarhus University, Denmark



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

I12. The Effect of Susceptibility-Induced Threat in the Preventative Communication

Moon-Yong Kim, Hankuk University of Foreign Studies

Read More

Featured

When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project

Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel

Read More

Featured

G5. The Phenomenon of Brand Noise and Related Consumer Preferences in the Luxury Industry

Daria Erkhova, University of Bern
Elena Ehrensperger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA
John Zhang, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.