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The boomerang effect of mandatory sanitary messages to prevent obesity

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  • Carolina Werle
  • Caroline Cuny

Abstract

A variety of prevention measures are being adopted to counter obesity. One of them is to include health sanitary messages on advertisements for food products. We tested the efficacy of this type of measure in an experimental study with 131 participants who were randomly exposed to an advertisement for a hedonic product containing or not a sanitary message. Implicit memory representations (priming protocol), explicit attitudes (questionnaire) and a behavioral measure of food choice (healthy versus unhealthy snack) were collected. Results showed that participants associated negative concepts more easily to the product when the advertisement was presented without the sanitary message, while there were no differences in the explicit attitudes. Moreover, the choice of a healthy snack doubled in the absence of sanitary message. Contrary to its objectives, the obesity prevention sanitary message fills in consumers’ need for justification leading to a greater acceptability of the advertised product and increased choice of an unhealthy snack. Copyright Springer Science+Business Media, LLC 2012

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  • Carolina Werle & Caroline Cuny, 2012. "The boomerang effect of mandatory sanitary messages to prevent obesity," Marketing Letters, Springer, vol. 23(3), pages 883-891, September.
    • Handle: RePEc:kap:mktlet:v:23:y:2012:i:3:p:883-891
    DOI: 10.1007/s11002-012-9195-0
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    Cited by:

    1. Fanny Thomas & Sonia Capelli, 2014. "Pourquoi faire simple quand on peut faire compliqué ? La perception d'un packaging alimentaire en fonction de son niveau de complexité," Post-Print hal-00976038, HAL.
    2. Roktim Sarmah & Ayesha Khatun & Aayushi Singh, 2023. "Perception and Awareness of Youth Toward the Social Advertising Campaigns Being Run by Private Brands," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 14(1), pages 1-20, January.
    3. Pierrick Gomez & Carolina O. C. Werle & Olivier Corneille, 2017. "The pitfall of nutrition facts label fluency: easier-to-process nutrition information enhances purchase intentions for unhealthy food products," Marketing Letters, Springer, vol. 28(1), pages 15-27, March.
    4. L. Allen-Scott & J. Hatfield & L. McIntyre, 2014. "A scoping review of unintended harm associated with public health interventions: towards a typology and an understanding of underlying factors," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 59(1), pages 3-14, February.
    5. Cuny, Caroline & Petit, Cécile & Allain, Gaël, 2021. "Capturing implicit texture–flavour associations to predict consumers’ new product preferences," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    6. Mardumyan, Anna & Siret, Iris, 2023. "When review verification does more harm than good: How certified reviews determine customer–brand relationship quality," Journal of Business Research, Elsevier, vol. 160(C).

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