Presence and effects of health and nutrition-related (HNR) claims with benefit-seeking and risk-avoidance appeals in female-orientated magazine food advertisements

• Autores: Hojoon Choi, Yoo Kyunga, Tae Hyun Baek, Leonard N. Reid, Wendy Macias
• Localización: International Journal of Advertising, ISSN 0265-0487, Vol. 32, Nº. 4, 2013, págs. 587-616
• Idioma: inglés
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• Resumen

  • A multi-method study was conducted to, first, establish the prevalence of types of health- and nutrition-related (HNR) claims (nutrient content, structure/function and health claims) with benefit-seeking and risk-avoidance appeals in food advertisements appearing in magazines with large female audiences and, second, determine the effects of the two HNR-paired appeal types on females� evaluative judgements of food advertisements. Analysis of 633 food advertisements from eight women-orientated magazines found a substantial use of risk-avoidance appeals in food advertising, primarily in association with nutrient content claims. Risk-avoidance appeals were especially present in product categories considered relatively unhealthy and less nutritious. Two experiments conducted to examine appeal-type effects in association with nutrient content claims found that both benefit-seeking and risk-avoidance appeals enhanced perceived healthiness of advertised food products among females; however, risk-avoidance appeals were preferred to benefit-seeking appeals, regardless of food healthiness­.