Abstract
Most of the previous studies with respect to message sidedness mainly focus on the effect of message sidedness in advertising on behavior of consumers and it is unknown how consumers respond to different message sidedness when a one-sided or two-sided message in claims shown on the package of a healthy food product. This study explores the underlying mechanisms how consumers respond to different message sidedness in claims. The results indicate that two-sided messages in claims are more persuasive than one-sided messages because they pass the “sufficiency threshold.” In addition, the results of this article show that mood state, product involvement, and self-rated health of individuals moderate the relationship between message sidedness in claims and product evaluation.
Highlights
Food products provide necessary nutrition for humans, and improve the physical and mental well-being of individuals [1, 2]
Effect of Message Sidedness on Food Product Evaluation The results of the ANOVA analysis indicated that message sidedness had a significant main effect on product evaluation [F(1,58) = 9.563, p < 0.01] and purchase intention [F(1,58) = 6.411, p < 0.05]
The results revealed that a two-sided message (Mpe = 3.96, Mpi = 3.80) was associated with more favorable product evaluation and purchase intention than a one-sided message (Mpe = 3.09, Mpi = 3.03)
Summary
Food products provide necessary nutrition for humans, and improve the physical and mental well-being of individuals [1, 2]. An increasing number of people believe that food products directly contribute to their health [3, 4]. Consumers are becoming increasingly health conscious and are willing to opt for health-promoting food products to transform their eating habits [5]. A highly effective means of enabling people to make healthy food choices is providing labels and health claims on food products [6]. In the global food and beverage market, health is considered the most crucial trend and innovation driver [11]; an increasing number of food product companies are including health-related arguments into their communication strategies to appeal to health-conscious consumers
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