Study 2: Low-fat Claims on Fictitious 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 5 in Misleading Marketing Communication, 2022, pp 53-62 from Springer

Abstract: Abstract The chapter reports a follow-up study which replicates the same basic research questions and set-up as in Study 1 while using fictitious products instead of real-market products in a between-group design to eliminate any confounding variables such as brand bias. Even firmer evidence was thereby provided for the observation 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; Fictitious products; Real-time purchasing behaviour; Health consciousness; Halo effects; 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_5

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DOI: 10.1007/978-3-031-11206-5_5

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