Abstract
This study examines the effects of context (health hazard), direction (positive versus negative) and intensity of information about health hazards on consumers’ choice processes. We propose that choice of frequently purchased food commodities, ceteris paribus, is based on a single dimension—taste. We develop a set of hypotheses regarding the type of choice process to be employed in various information types and empirically test them in a field experiment design. Our results indicate that a single-dimension choice process is employed under a nonsevere message and a multidimensional process under high-intensity negative information.
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