Consumer Response to Nutrition Claims: Focus on Adding Good Or Removing Bad

Through a meta-analysis and two experiments, we show that consumers differentiate between nutrition claims focused on the addition of positive nutrients vs. removal of negative nutrients. We offer evidence that this effect is driven by perceived value for money. This brings implications to academic, marketers and policymakers.



Citation:

Iina Ikonen, Aylin Aydinli, and Peeter Verlegh (2020) ,"Consumer Response to Nutrition Claims: Focus on Adding Good Or Removing Bad", 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: 422-424.

Authors

Iina Ikonen, University of Bath, UK
Aylin Aydinli, Vrije Universiteit Amsterdam
Peeter Verlegh, Vrije Universiteit Amsterdam, The Netherlands



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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