Study 1: Low-Fat Claims on Real-Market Products

Viktor Smith (), Daniel Barratt (), Peter Møgelvang-Hansen () and Alexander U. Wedel Andersen ()
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Viktor Smith: Copenhagen Business School
Daniel Barratt: Copenhagen Business School
Peter Møgelvang-Hansen: Copenhagen Business School
Alexander U. Wedel Andersen: Woba.io

Chapter Chapter 4 in Misleading Marketing Communication, 2022, pp 35-52 from Springer

Abstract: Abstract The chapter reports an experimental study based on the ShopTrip set-up which explores the effect of low-fat claims on consumers’ purchasing decisions and post-shopping expectations. The results suggest that the presence of a low-fat claim on the packaging front tends to prompt health-oriented consumers to choose the corresponding product even when the alternative products available on the shelf are equally low or lower in fat according to the declared product facts.

Keywords: Low-fat claims; Simulated e-shopping; Real-market products; Real-time purchasing behaviour; Health consciousness; Halo effects; Brand bias; Miscommunication (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-11206-5_4

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DOI: 10.1007/978-3-031-11206-5_4

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