John Kozup

Making Healthful Food Choices: The Influence of Health Claims and Nutrition Information on Consumers’ Evaluations of Packaged Food Products and Restaurant Menu Items

The authors report the results of three experiments that address the effects of health claims and nutrition information placed on restaurant menus and packaged food labels. The results indicate that when favorable nutrition information or health claims are presented, consumers have more favorable attitudes toward the product, nutrition attitudes, and purchase intentions, and they perceive risks of heart disease and stroke to be lower. The nutritional context in which a restaurant menu item is presented moderates the effects of both nutrition information and a health claim on consumer evaluations, which suggests that alternative (i.e., nontarget) menu items serve as a frame of reference against which the target menu item is evaluated.

Understanding How Graphic Pictorial Warnings Work on Cigarette Packaging

The 2009 Family Smoking Prevention and Tobacco Control Act requires cigarette packages to contain stronger warnings in the form of color, graphic pictures depicting the negative health consequences of smoking. The authors present results from a between-subjects experiment with more than 500 smokers that test (1) the effectiveness of pictorial warnings that vary in their graphic depiction of the warning and (2) an underlying mechanism proposed to drive potential effects of the manipulation of the graphic depiction. The findings indicate that more graphic pictorial warning depictions strengthen smokers’ intentions to quit smoking. Recall of warning message statements is reduced by moderately or highly graphic pictures compared with a no-picture control or less graphic pictures. The results also show that the graphic warnings affect evoked fear, and in turn, fear mediates the effects of the graphic warning depiction on intentions to quit for the sample of smokers. This pattern of results indicates that though highly graphic pictures may reduce specific message recall and limit the direct effect of recall on intentions to quit, highly graphic pictures increase intentions to quit smoking through evoked fear (i.e., fear fully mediates the effect of the graphic depiction level). The authors discuss implications for consumer health and policy decisions.

How Modification of the Nutrition Facts Panel Influences Consumers at Risk for Heart Disease: The Case of Trans Fat

Making well-informed, healthful food choices helps people maintain a high quality of life. This is especially true for consumers suffering from serious diseases and conditions, such as coronary heart disease and diabetes. Two studies examine how the provision of information on trans fat, a nutrient that provides no known beneficial health benefits, in the Nutrition Facts panel influences consumers’ product perceptions and purchase intentions. Using a sample of consumers suffering from diabetes, the authors show that trans fat knowledge and level (disclosed in a Nutrition Facts panel) interact to influence risk perceptions of cardiovascular disease. The results also indicate that responses of consumers who are at risk for heart disease are influenced by the interplay among consumer knowledge, trans fat level, and motivation to process nutrition information. Specifically, the authors find that motivation in the absence of knowledge can lead to a misinterpretation of the nutrient information. Overall, the results indicate that without appropriate consumer education programs, the addition of trans fat levels to the Nutrition Facts panel may have limited or even unintended consequences. The article concludes with a discussion of the implications of these results for public policy.

The influence of consumer concern about global climate change on framing effects for environmental sustainability messages

It is becoming increasingly evident that current patterns of consumption are not sustainable in the long term. Clearly, the need to persuade consumers to adopt more sustainable lifestyles has never been more urgent. The present research contributes to our understanding of the effects of message framing by considering the potential moderating influence of consumer concern about global climate change within the context of sustainable consumption. The results of two experiments demonstrate that the US consumer’s level of concern for the message-specific issues moderates the strength of the framing effect; effects are larger when concern about climate change is low. In addition, when concern is low, more negative framing and a prevention focus have more favourable persuasive effects. The implications of these findings for consumer welfare and public policy are discussed. Sustainability is achieved when all people on Earth can live well without compromising the quality of life for future generations.(Jucker 2003)

Sound Disclosures: Assessing When a Disclosure Is Worthwhile

In this article, the authors introduce the notion of a “sound disclosure” and define it from the perspective of academic, business, and legal/policy (expert) constituencies. The authors define sound disclosure as the direct linkage of a policy standard to a dedicated, rigorous consumer testing methodology that measures explicitly stated communication objectives put forth in the policy. Sound disclosure results when the policy is influenced by the disclosure testing. Consequences of a sound disclosure testing regime can include withdrawing the disclosure from the marketplace because of harmful, unintended consequences to the target population or, conversely, adding supplementary materials (e.g., educational primes) to maximize the disclosures effectiveness. Drawing from previous research, the authors illustrate various standards of sound disclosure efficacy.

Does DTC Advertising Provide Information or Create Market Power? Evidence from the U.S. and New Zealand

The impact of DTC advertising of prescription drugs on consumers has been the subject of considerable debate worldwide. Proponents of DTC advertising argue that it allows patients to make more informed decisions, helps address under-treatment of some medical conditions, and improves the economic value of health care, among other benefits. In contrast, critics of DTC advertising contend that it leads to consumers paying higher prices, patients potentially being misled about risks and benefits of drugs, and patients pressuring doctors to prescribe drugs. The authors examine this debate in the context of two leading theories on the effects of advertising – the Advertising=Information and Advertising=Market power schools of thought and review empirical studies that have examined the impacts of DTC advertising on consumers. It is found that the research evidence generally favors the Advertising=Information school, which is supportive of the idea that DTC helps patients become more informed and communicate more effectively with their doctors.

Country-of-Origin Effects and Consumer Evaluations of Ads Within the Context of Economic Crises

ABSTRACT In the current economic climate, select countries, previously stable, are finding themselves in economic crisis. When going through these crises, countries risk an even worse situation if foreign consumers develop negative perceptions of their country that lead to reduced interest in purchasing their goods. This study examines the impact of country economic crisis status on product purchase likelihood while considering the ability of advertising strategies to attenuate the negative crisis effects. Empirical results suggest that when compared to economically healthy countries, those facing economic crisis are also plagued by negative country of origin (COO) effects resulting in reductions in product purchase likelihood.

Risks of Consumer Products

Research on the various aspects of consumer product risk including severity of harm, risk assessment, risk management and compliance are at the core of academic research in the marketing and public policy field. An overview of the various product risks present in the marketplace and their subsequent effects on consumers is presented. Additionally, how risk is measured in the population, an important subject for multiple constituencies (e.g. manufacturers, consumers, legal and regulatory) is examined. Multiple methodologies exist and best practices including types of epidemiological studies, indexing, observational techniques and exposure-based studies are highlighted. Lastly, how to manage risk, the role of compliance and suggested best practices are explained.