How Health Consciousness and Perceived Healthiness of Fast Food Restaurant Brands Influence Reactions to Food Advertising

Hojoon Choi and Leonard N. Reid, “How Health Consciousness and Perceived Healthiness of Fast Food Restaurant Brands Influence Reactions to Food Advertising,” 2016 Annual Conference of the International Communications Association, Fukuoka, Japan, June 2016.

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.

Emeritus and Retired Faculty