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Article
Publication date: 8 July 2014

Fanny V. Dobrenova, Ralf Terlutter and Sonja Grabner-Kräuter

This paper aims to examine the effects of qualifying language, functional ingredient, ingredient familiarity and inferences of manipulative intent (IMI) on the likelihood that…

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Abstract

Purpose

This paper aims to examine the effects of qualifying language, functional ingredient, ingredient familiarity and inferences of manipulative intent (IMI) on the likelihood that consumers make stimulus-based inferences about the level of scientific support for health claims on food.

Design/methodology/approach

An advertisement copy test for a fictitious product bearing a caries risk-reduction claim has been conducted. The test design comprises three claim conditions, each corresponding to one of the sufficient levels of support for nutrient-health relations within the World Health Organization (WHO)-framework.

Findings

The claim conditions have affected the likelihood of making stimulus-based inferences, which is lower for high-level-of-support claims as opposed to low-level-of-support and moderate-level-of-support claims. No effect of ingredient familiarity has been observed. The effect of the functional ingredient featured is significant at the 10 per cent-level. IMI has a negative effect on the likelihood of making a stimulus-based inference.

Research limitations/implications

The survey relies on a demographically homogeneous sample.

Practical implications

Examining the likelihood of stimulus-based inferences about health claim substantiation is essential for assessing the effectiveness of claim formulations and for addressing resulting miscommunication.

Originality/value

The current paper addresses the research gap on consumer ability to identify the level of support for health claims within the European context.

Details

Nutrition & Food Science, vol. 44 no. 4
Type: Research Article
ISSN: 0034-6659

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