Choi Hojoon, Reid Leonard N
a Jack J. Valenti School of Communication, College of Liberal Arts and Social Sciences , University of Houston , Houston , Texas , USA.
b Department of Advertising & Public Relations , University of Georgia , Athens , Georgia , USA.
J Health Commun. 2015;20(11):1355-65. doi: 10.1080/10810730.2015.1018630. Epub 2015 Jul 6.
A 2 × 3 × 2 mixed factorial experimental design was used to examine how three message appeals (benefit-seeking vs. risk-avoidance vs. taste appeals), food healthiness (healthy vs. unhealthy foods), and consumer poverty status (poverty vs. nonpoverty groups) impact evaluative responses to nutrient-content claimed food advertisements. Subjects were partitioned into two groups, those below and those above the poverty line, and exposed to nutrient-content claimed advertisement treatments for healthy and unhealthy foods featuring the three appeals. The findings reaffirmed the interaction effects between perceivably healthy and unhealthy foods and different appeals reported in previous studies, and found interaction effects between consumer poverty level and response to the message appeals featured in the experimental food advertisements. Age, body mass index, current dieting status, education, and gender were examined as covariates.
采用2×3×2混合因子实验设计，以考察三种信息诉求（追求利益型与规避风险型与味觉诉求）、食品健康程度（健康食品与不健康食品）以及消费者贫困状况（贫困群体与非贫困群体）如何影响对声称有营养成分的食品广告的评价反应。受试者被分为两组，即贫困线以下和以上的群体，并接触到具有三种诉求的健康和不健康食品的声称有营养成分的广告处理。研究结果再次证实了先前研究中报道的可感知的健康和不健康食品与不同诉求之间的交互作用，并发现了消费者贫困水平与对实验食品广告中信息诉求的反应之间的交互作用。将年龄、体重指数、当前节食状况、教育程度和性别作为协变量进行了考察。
