Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors

Accepted for presentation at the Global Marketing Conference, Nov. 5-8, 2020, Soul, Republic of Korea.

Abstract: Using the health halo effect as the theoretical framework, this research examined the influence of health consciousness, brand commitment, and perceived brand healthiness on consumer perceptions of healthy benefit, unhealthy risk, taste, and ad-trust following exposure to fast food restaurant advertisements featuring healthy food choices.

Jung Min Hahm  Emeritus and Retired Faculty 

Related Research


Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers

Abstract: Humor is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavor to see whether comedic violence ads by U.S. brands could travel globally. This research conducted three studies in three countries, chosen for their distinctively different cultural tendencies and […]

Hye Jin Yoon
read more
Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers

Abstract: Humor is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavor to see whether comedic violence ads by U.S. brands could travel globally. This research conducted three studies in three countries, chosen for their distinctively different cultural tendencies and […]

Hye Jin Yoon
read more