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| Author: | Heiman, A. Lowengart, O. |
| Title: | The effect of information about health hazards on demand for frequently purchased commodities |
| Journal: | International Journal of Research in Marketing
2008 : DEC, VOL. 25:4, p. 310-318 |
| Index terms: | consumer behaviour information products commodities demand health and safety risk models |
| Language: | eng |
| Abstract: | This study shows that both the perception of attributes and their importance weights may be affected by information about health hazards. Using data from a field experiment and econometric analysis, identified are conditions leading to cross-attribute effects and to cross-category effects. These insights might help policy makers in designing public campaigns aimed at changing unhealthy diets. For example, obesity has got a major problem in the developed world. However, the public campaigns targeted to obesity highlight the relationship btw. fat-laden food and health hazards. This paper's results refer to that such campaigns may at the same time increase the importance weight of the taste attribute, therefore becoming less effective. |
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