a Jack J. Valenti School of Communication, College of Liberal Arts and Social Sciences , University of Houston , Houston , TX , USA.
b Department of Advertising & Public Relations , University of Georgia , Athens , GA , USA.
J Health Commun. 2018;23(4):387-398. doi: 10.1080/10810730.2018.1455769. Epub 2018 Apr 4.
Fast food restaurants have increasingly turned to healthier choices to counter criticisms of nutritionally poor menu offerings and to differentiate themselves from the competition. However, research has yet to specifically investigate how consumers respond to advertisements for these healthier foods. To address this knowledge gap, two experiments were conducted to examine how perceived brand healthiness, brand commitment, and health consciousness influence responses to nutrient-content claimed print advertisements for healthy foods. Findings indicate that consumer responsiveness varies across the three factors but is more positive for advertisements placed by perceivably healthy restaurant brands, and that brand commitment and health consciousness play significant roles in affecting how consumer respond to such advertising. Several theoretical and managerial implications of the findings are discussed.
快餐店越来越多地转向更健康的选择，以应对营养差的菜单选择的批评，并与竞争对手区分开来。然而，研究尚未专门调查消费者如何对这些更健康食品的广告做出反应。为了弥补这一知识空白，进行了两项实验，以研究感知品牌健康、品牌承诺和健康意识如何影响对健康食品营养成分声称的印刷广告的反应。研究结果表明，消费者的反应因这三个因素而异，但对于可感知的健康餐厅品牌的广告更为积极，品牌承诺和健康意识在影响消费者对这类广告的反应方面起着重要作用。讨论了研究结果的一些理论和管理意义。
