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.
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.
Alexandra Festila, MAPP Centre, Department of Management, Aarhus University, Denmark
Polymeros Chrysochou, MAPP Centre, Department of Management, Aarhus University, Denmark
NA - Advances in Consumer Research Volume 44 | 2016
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