Consumer Perceptions of Floating Signifiers in Spurious Health-Related Product Claims

Our study looks at the use of ambiguous product health claims in food marketing. In particular, we focus on consumer interpretations of “floating signifiers”: claims that are ambiguous enough to escape precise definition and regulation, while at the same time sufficiently “loaded” with health-related meanings from the consumers’ perspective.


Olga Lavrusheva, Alexei Gloukhovtsev, and Tomas Falk (2020) ,"Consumer Perceptions of Floating Signifiers in Spurious Health-Related Product Claims", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1208-1208.


Olga Lavrusheva, Aalto University, Finland
Alexei Gloukhovtsev, Aalto University, Finland
Tomas Falk, Aalto University, Finland


NA - Advances in Consumer Research Volume 48 | 2020

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