The “Weight” of Product Claims and Vertical Location: Health Goes Up and Taste Goes Down
The present research shows that claims denoting healthy attributes will elicit more favorable consumer evaluations (towards ads, packages and products) when placed at higher locations, whereas claim denoting “unhealthy” attributes (e.g., taste) will elicit more favorable evaluations when placed at lower locations.
Alexandra Festila and Polymeros Chrysochou (2017) ,"The “Weight” of Product Claims and Vertical Location: Health Goes Up and Taste Goes Down", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 602-602.
Alexandra Festila, Aarhus University, Denmark
Polymeros Chrysochou, Aarhus University, Denmark
NA - Advances in Consumer Research Volume 45 | 2017
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