a Jack J. Valenti School of Communication , College of Liberal Arts and Social Sciences, University of Houston , Houston , Texas , USA.
J Health Commun. 2014 Sep;19(9):1047-63. doi: 10.1080/10810730.2013.872723. Epub 2014 Mar 27.
This study applies the concepts of health halos and unhealthy = tasty intuition to examine how the different health and nutrition-related (HNR) appeal types interact with different food product types compared with taste claims. The experiment investigated the impact of benefit-seeking and risk-avoidance HNR appeals compared with that of taste appeals on different food types. The authors found that although respondents evaluated food ads with the two HNR appeals as less risky/more beneficial and healthier than food ads with a taste claim, the respondents showed better ad-related evaluations on the HNR appeals for perceivably healthy food and on taste appeal for perceivably unhealthy food. The findings provide several theoretical and practical implications for health food marketing and public health policy.
本研究应用健康光环和不健康=美味直觉的概念，考察了不同的健康和营养相关（HNR）诉求类型与不同的食品类型相比，与味觉诉求的相互作用。实验研究了与味觉诉求相比，利益寻求和风险回避 HNR 诉求对不同食品类型的影响。作者发现，尽管与含有味觉诉求的食品广告相比，受访者认为含有两种 HNR 诉求的食品广告风险较低/收益较高且更健康，但受访者对感知健康食品的 HNR 诉求和感知不健康食品的味觉诉求表现出更好的广告相关评价。研究结果为健康食品营销和公共卫生政策提供了一些理论和实践意义。
