The Nutrition Elite: Do Only the Highest Levels of Caloric Knowledge, Obesity Knowledge, and Motivation Matter in Processing Nutrition Ad Claims and Disclosures?

This study examines the role of the highest levels of caloric knowledge, obesity consequences knowledge, and motivation to search for nutrition information in the processing of relative nutrient content claims in advertisements, such as “half the calories” or “half the fat,” for products relatively high in total calorie levels. After controlling for the impact of demographics, dietary habits, body mass index, relative ad claims and disclosures, perceived weight gain risk, and other variables, the authors find curvilinear (quadratic) effects for caloric knowledge, obesity consequences knowledge, and motivation to search for nutrition information on intent to buy an advertised, high-calorie snack bar. This suggests a strengthening of the negative relationship for intent for consumers at the highest levels of caloric knowledge, obesity consequences knowledge, and motivation (i.e., the “nutrition elite”). The authors offer public policy implications, including whether achieving such exceedingly high levels of nutrition knowledge and motivation is realistic for the general public in light of other policy alternatives, such as market-based solutions (e.g., reducing serving sizes, standardized front-of-package icons)

Believability and Attitudes toward Alcohol Warning Label Information: The Role of Persuasive Communications Theory

Based on tenets of persuasive communications theory, five recently proposed alcohol warning labels are examined for their differential impact on label believability and attitudes. While all warnings are rated as believable, the ones regarding birth defects and driving impairment are perceived to be significantly more believable than the others. In addition, persons with more favorable attitudes toward alcohol consumption tend to disbelieve specific instance hazards (e.g., birth defects, driving impairment and drug combination warnings), while disliking longterm risks of alcohol consumption and abuse (e.g., hypertension, liver disease, cancer and addiction warnings). Implications for public policy and researchers are discussed

Nutrition Ad Claims and Disclosures: Interaction and Mediation Effects for Consumer Evaluations of the Brand and the Ad

The effects of ad disclosure information on evaluations of the brand, the advertisement, and purchase intentions are postulated to vary across different ad claim types. In addition, consumers\u27 product health perceptions are hypothesized to mediate the effects of the disclosure information and ad claim type on brand and ad-related evaluations. Results from a between subjects\u27 experiment show that the health perception measure mediates the effect of the disclosure on brand and ad evaluations, but the interaction between the ad claim type and the disclosure is not mediated by the inclusion in the model of consumers\u27 product health perceptions

Believability and Attitudes toward Alcohol Warning Label Information: The Role of Persuasive Communications Theory

Based on tenets of persuasive communications theory, five recently proposed alcohol warning labels are examined for their differential impact on label believability and attitudes. While all warnings are rated as believable, the ones regarding birth defects and driving impairment are perceived to be significantly more believable than the others. In addition, persons with more favorable attitudes toward alcohol consumption tend to disbelieve specific instance hazards (e.g., birth defects, driving impairment and drug combination warnings), while disliking longterm risks of alcohol consumption and abuse (e.g., hypertension, liver disease, cancer and addiction warnings). Implications for public policy and researchers are discussed

Consumer Generalization of Nutrient Content Claims in Advertising

Although considerable research exists on consumer processing of nutrition labeling and package claims, less is known about consumer interpretation of nutrient content claims in advertising. This is important because product advertising often provides a significant first step for consumers in learning new nutrition information. Yet, unlike package claims, Nutrition Facts Panels are often not available for consumers during the processing of such advertising claims. Therefore, the authors examine the following research questions: (1) Do consumers misinterpret (i. e., overgeneralize) common nutrient content claims in advertising? If so, under what conditions does this occur? and (2) Can various types of disclosure statements remedy this problem? To address these questions, the authors interview a total of 365 primary food shoppers in three geographically dispersed malls in the United States in a between-subjects experiment. Misleading generalizations, beyond those of control ad claims, are found for general and specific nutrient content claims. Ad disclosure type, ad claim type, and nutrition knowledge all separately influence nutrient content and disease risk measures. Evaluative disclosures reduce misleading generalizations to a greater extent than do absolute or relative disclosures. The authors offer implications for public policy and food marketers

How Graphic Visual Health Warnings Affect Young Smokers\u27 Thoughts of Quitting

Two-thirds of adolescent and young adult smokers become lifetime smokers, and one-half of those lifetime smokers will die from this habit. The authors examine alternative persuasive pathways to thoughts of quitting taken by adolescent and young adult smokers when exposed to graphic visual health warnings on cigarette packages. For adolescent smokers, the authors find that graphic warnings and smoking frequency affect fear, and fear influences negative health beliefs about smoking, ultimately increasing thoughts of quitting. They also find that the graphic warning and a graphic warning × smoking frequency interaction have incremental effects on quit thoughts beyond the effects of fear and negative health beliefs. Using a longitudinal design with a sample of young adult smokers, the authors find support for many of the adolescent smoker findings, particularly the incremental effects of graphicness and its interaction with smoking frequency. These similar results from diverse samples support the use of graphic visual warnings but suggest that effects are attenuated for those who smoke the most. The authors offer implications for countermarketing programs and public health policy

How Do Antitobacco Campaign Advertising and Smoking Status Affect Beliefs and Intentions? Some Similarities and Differences Between Adults and Adolescents

This article presents two studies that examine similarities and differences with respect to how adults and adolescents process and respond to information in an antitobacco ad campaign. Study 1 examines (1) the effects of antitobacco advertising campaign measures (e.g., campaign advertisement integration, perceived strength of ad-based messages, attitude toward the ad campaign) on four key adult antismoking beliefs and (2) the influence of these campaign evaluations and beliefs on smokers’ intentions to quit smoking. Hierarchical regression results show that antismoking ad campaign reactions explain substantial additional variance in beliefs about tobacco industry deceptiveness, smoking addictiveness, harmfulness of secondhand smoke, and restrictions on smoking at different public venues. The findings also show that the campaign variables as a whole are positively related to intentions to quit smoking, beyond the variance that is explained by demographics. In Study 2, the authors replicate and extend these findings for the campaign using similar measures and procedures for a sample of more than 900 adolescents. They draw comparisons between these adult and adolescent findings and offer some implications for potential corrective advertising for consumers’ beliefs about smoking that may be required of tobacco companies based on U.S. v. Philip Morris USA, Inc

Health Risks, Past Usage, and Intention to Use Weight Loss Products in Normal Weight Women with High and Low Body Dysphoria

Objective: There are many health risks involved with the use of weight loss products by normal weight women. The mass media may compound this problem through the promotion of weight loss products and a thin body size. This study tested women\u27s perceptions of different weight loss product ads to determine if body dysphoria (i.e., an over concern with body size and shape in normal weight people) was associated with risk beliefs, past behaviors, and intention toward using weight loss products. Method: Normal weight women (age range = 18-41 yr), who were classified as either high (n=45) or low (n=43) on a measure of body dysphoria, rated different weight loss products according to their perception of health risks, past behavior, and their intention to consume the products. These products were a dietary fat substitute (olestra), a prescription obesity medication (sibutramine), and an over-the-counter appetite suppressant (phenylpropanolamine). Results: High body dysphoric women reported higher intentions to use the products as well as increased prior use of two of the three weight loss products. High body dysphoric women did not believe that these weight loss products were harmless. They recognized potential health risks associated with using such products, but nonetheless, expressed intention to use these weight loss products at a higher frequency. Also, several variables related to body image were found to effectively discriminate normal weight women at risk for abusing weight loss products. Discussion: This study found that women who do not need to lose weight but have significant body image concerns were willing to use potentially harmful weight loss products despite the knowledge that such products might pose significant health risks. Techniques utilized by advertising regulatory agencies such as warning labels did not have a strong deterrent effect for stated intentions to use the products. Implications of these findings for public health policy issues were discussed

Marketers’ Use Of Alternative Front-Of-Package Nutrition Symbols: An Examination Of Effects On Product Evaluations

How front-of-package (FOP) nutrition icon systems affect product evaluations for more and less healthful objective nutrition profiles is a critical question facing food marketers, consumers, and the public health community. We propose a conceptually-based hierarchical continuum to guide predictions regarding the effectiveness of several FOP systems currently used in the marketplace. In Studies 1a and 1b, we compare the effects of a broad set of FOP icons on nutrition evaluations linked to health, accuracy of evaluations, and purchase intentions for a single product. Based on these findings, Studies 2 and 3 test the effects of two conceptually-different FOP icon systems in a retail laboratory in which consumers make comparative evaluations of multiple products at the retail shelf. While there are favorable effects of each system beyond control conditions with no FOP icons, results show that icons with an evaluative component that aid consumers’ interpretations generally provide greater benefits (particularly in product comparison contexts). We offer implications for consumer packaged goods marketers, retailers, and the public policy and consumer health communities