The Effect of Pseudoscientific Health Claims on Consumer Response to Food Advertising
Open Access
Author:
Chiang, Wai Yan
Area of Honors:
Marketing
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
Lisa Elizabeth Bolton, Thesis Supervisor Lisa Elizabeth Bolton, Thesis Honors Advisor Margaret Grace Meloy, Faculty Reader
Keywords:
Pseudoscience health claims consumer behavior food advertising botanicals Aloe Vera health perception
Abstract:
Nutrition and health claims are increasingly popular in the advertising and marketing industry as more people demand a “healthier” lifestyle and diet habits. In addition, these claims act as an important competitive tactic in the marketplace today. The increasing use of health claims as an advertising tactic has led to stricter governmental regulations and also points to the need for future research to better understand the impact of scientifically-backed health claims on consumers. In addition, pseudoscientific theories have a long history of influencing how people think or perceive a subject. The use of pseudoscientific health claims is also evidence in food advertising. Building upon from previous research and existing health claims in the marketplace, the author of the present research examines the effect of pseudoscientific and scientific health claims on consumer response to food advertising. Specifically, the study examines how health claims affect consumer attitudes, intentions and perceptions toward a botanical product (Aloe Vera). The research addresses the following important question: which type of health claim (pseudoscientific or scientific) leads to more favorable product attitudes, intentions, and health perceptions?