The Impact of Qualified Health Claims on Advertising Evaluations: The Cases of POM Wonderful and Minute Maid

C. D. Hatch () and H. Buttrick ()
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C. D. Hatch: Butler University
H. Buttrick: Butler University

Journal of Consumer Policy, 2019, vol. 42, issue 2, No 6, 285-301

Abstract: Abstract Recently, there has been increasing attention to and importance placed on qualified health claims both on industry and policy fronts. All parties have been advocating for broader qualified health claims to improve the information that consumers possess so that they can make more informed decisions. This research attempts to inform this discussion by examining consumer responses to qualified health claims and the scientific certainty that supports the health claim. The results of this study have important implications for consumers who are prospective buyers of these products as well as policymakers and industry members.

Keywords: Information disclosure; Qualified health claims; Scientific certainty (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/s10603-019-09408-1

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