Congruity effects and moderating influences in nutrient-claimed food advertising

Hojoon Choi and Leonard N. Reid

Journal of Business Research, 2016, vol. 69, issue 9, 3430-3438

Abstract: Guided by self- and functional-congruity theory, this experiment tested a model to determine (1) whether the effects of nutrient-claimed food advertisements are differentially predicted by self- and functional-congruities and (2) how identified predictive effects are moderated by health consciousness, an individual level factor, and perceived food healthiness (i.e., healthy and unhealthy foods), a situational factor. Self- and functional-congruities were predictive of four specific attitudes toward nutrient-claimed food advertisements; however, the predictive power of functional-congruity was stronger than that of self-congruity. Predictive relationships were moderated by health consciousness level, but not by the perceived healthiness of advertised foods. The results advance understanding of the information processing of food advertising in a nutrition-related messaging context, and indicate potentially significant theoretical, managerial, and policy implications.

Keywords: Food advertising; Self- and functional-congruity; Nutrient-content claims; Health consciousness; Perceived food healthiness; Health promotion (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S014829631600059X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:9:p:3430-3438

DOI: 10.1016/j.jbusres.2016.01.043

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().