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| Author: | Grunert, K.G. (et al.) |
| Title: | Perception of health claims among Nordic consumers |
| Journal: | Journal of Consumer Policy
2009 : SEP, VOL. 32:3, p. 269-287 |
| Index terms: | consumer behaviour food industry marketing health Nordic countries |
| Language: | eng |
| Abstract: | Health claim perception was investigated through a web-based instrument with a sample of more than 4,600 respondents (here as: resps.) in the Nordic countries (Denmark, Finland, Iceland, Norway, Sweden). Results show that resps. can be grouped into two roughly equally sized classes differing in the type of claim preferred: one class prefers "long" claims giving the full story consisting of active ingredient, physiological function and health benefit, whereas the other prefers "short" claims including the health benefit only. It is also shown that the familiar ingredient is preferred to the unfamiliar one, whereas effects of positive vs. negative framing depended on the type of the adressed health benefit. |
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