How Health Consciousness and Perceived Healthiness of Fast Food Restaurant Brands Influence Reactions to Food Advertising
How Health Consciousness and Perceived Healthiness of Fast Food Restaurant Brands Influence Reactions to Food Advertising
Abstract: This study examined how consumer health consciousness (high vs. low) and fast food brand type (unhealthy vs. healthy) impact evaluative responses to food advertisements. The findings revealed that consumers exhibited higher healthiness perceptions, more positive attitudes, and less consumption guilt for ads for healthy restaurant brand than for ads for unhealthy restaurant brands. Moreover, high health conscious consumers exhibited higher consumption guilt on the food ads than low health conscious consumers, regardless of perceived restaurant brand healthiness. The results suggest several theoretical and practical implications for health communication and marketing practitioners.
Related Research
-
The Wrong ManBooker Mattison – Recently completed the principal photography on a legal thriller for MarVista Entertainment. The working title (which the network has already indicated will change) is “The Wrong Man.” It […]
-
Nobody Want to Be Here, Nobody Wants to LeaveProduced by Nate Kohn, Caleb Samples, Cash Robinson and Feike Santbergen, directed by UGA low residency MFA student Cash Robinson and written by MFA graduate Caleb Samples, “Nobody Want to […]