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Perception of Health Claims Among Nordic Consumers

机译：北欧消费者对健康主张的认知

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摘要

Health claim perception was investigated by a web-based instrument with a sample of 4,612 respondents in the Nordic countries (Denmark, Finland, Iceland, Norway, Sweden). Respondents decided which of a pair of claims sounded better, was easier to understand and was more convincing in their opinion. Claims were constructed from an underlying universe combining different active ingredients (familiar, unfamiliar), type of claim (combination of information about ingredient, physiological function and health benefit), framing (positive, negative), and use of qualifier (with, without "may"). Across pairs, the claims differed in the health benefit addressed (cardiovascular health, dementia, bodyweight). Results showed that respondents could be grouped into two roughly equally sized classes that differed in the type of claim preferred: one class prefers "long" claims that give the full story consisting of active ingredient, physiological function and health benefit,rnwhereas the other prefers "short" claims consisting of the health benefit only. Results also showed that the familiar ingredient is preferred to the unfamiliar one, whereas effects of positive versus negative framing depended on the type of health benefit addressed.
机译：通过基于网络的工具调查了健康声称感知，对北欧国家（丹麦，芬兰，冰岛，挪威，瑞典）的4,612名受访者进行了抽样调查。受访者认为，这两种说法中的哪一项听起来更好，更易于理解并且更具说服力。声明是根据包含不同有效成分（熟悉，不熟悉），声明类型（有关成分，生理功能和健康益处的信息的组合），框架（正面，负面）和限定词的使用（带有，不带有“可以”）。在不同的人群中，索赔要求所涉及的健康益处（心血管健康，痴呆，体重）有所不同。结果显示，受访者可以分为两个大致相同大小的类别，这两种类别的偏好主张有所不同：一个类别更喜欢“长篇”主张，而该主张应提供包括有效成分，生理功能和健康益处的完整内容，而另一类别则更喜欢“长期”主张短期”索赔仅包括健康利益。结果还表明，熟悉的成分比不熟悉的成分更受青睐，而积极构架和消极构架的效果取决于所解决的健康益处类型。

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  • 来源
    《Journal of consumer policy》 |2009年第3期|269-287|共19页
  • 作者

    Klaus G. Grunert; Liisa Laehteenmaeki; Yasemin Boztug; Emilia Martinsdottir; Oydis Ueland; Annika Astroem; Piritta Lampila;

  • 作者单位

    MAPP Centre for Research on Customer Relations in the Food Sector, Aarhus University, Haslegaardsvej 10, 8210 Aarhus V, Denmark MAPP Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus University, Haslegaardsvej 10, 8210 Aarhus V, Denmark;

    MAPP Centre for Research on Customer Relations in the Food Sector, Aarhus University, Haslegaardsvej 10, 8210 Aarhus V, Denmark;

    Georg-August University Goettingen, Department of Marketing and Consumer Behaviour, Platz der Goettinger Sieben 3, 37073 Goettingen, Germany;

    Matis, Skulagata 4, 101 Reykjavik, Iceland;

    NOFIMA Mat, Osloveien 1, 1430 As Stavanger, Norway;

    SIK, Box 5401, 402 29, Goeteborg, Sweden;

    VTT, Technical Research Centre of Finland, PL 1500, 02044 VTT Espoo, Finland;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    health claims; healthy eating; marketing; food;

    机译：健康声明;健康饮食;市场营销餐饮;

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