IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v23y2012i3p883-891.html
   My bibliography  Save this article

The boomerang effect of mandatory sanitary messages to prevent obesity

Author

Listed:
  • 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

Suggested Citation

  • 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
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1007/s11002-012-9195-0
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-012-9195-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Zimmerman, F.J. & Bell, J.F., 2010. "Associations of television content type and obesity in children," American Journal of Public Health, American Public Health Association, vol. 100(2), pages 334-340.
    2. Basch, C.E. & Zybert, P. & Shea, S., 1994. "5-A-DAY: Dietary behavior and the fruit and vegetable intake of Latino children," American Journal of Public Health, American Public Health Association, vol. 84(5), pages 814-818.
    3. Hammond, D. & Fong, G.T. & McDonald, P.W. & Brown, K.S. & Cameron, R., 2004. "Graphic Canadian cigarette warning labels and adverse outcomes: Evidence from Canadian smokers," American Journal of Public Health, American Public Health Association, vol. 94(8), pages 1442-1445.
    4. Strahilevitz, Michal & Myers, John G, 1998. "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 434-446, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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. 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).
    5. 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.
    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).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Peter Wheale & David Hinton, 2007. "Ethical consumers in search of markets," Business Strategy and the Environment, Wiley Blackwell, vol. 16(4), pages 302-315, May.
    2. Chen, Zengxiang & Huang, Yunhui, 2016. "Cause-related marketing is not always less favorable than corporate philanthropy: The moderating role of self-construal," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 868-880.
    3. Septianto, Felix, 2017. "Work more and indulge more: Exploring the self-licensing effect of hard work on likelihood to purchase hedonic products," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 235-239.
    4. Thomas Mariotti & Nikolaus Schweizer & Nora Szech & Jonas von Wangenheim, 2023. "Information Nudges and Self-Control," Management Science, INFORMS, vol. 69(4), pages 2182-2197, April.
    5. Lauren R. Pacek & Meredith S. Berry & Olga Rass & Melissa Mercincavage & F. Joseph McClernon & Matthew W. Johnson, 2019. "Graphic Warning Labels Affect Hypothetical Cigarette Purchasing Behavior among Smokers Living with HIV," IJERPH, MDPI, vol. 16(18), pages 1-13, September.
    6. Mohammad Nurunnabi & Yazeed Alfakhri & Demah H. Alfakhri, 2018. "Consumer perceptions and corporate social responsibility: what we know so far," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 161-187, June.
    7. Michael G. Luchs & Minu Kumar, 2017. "“Yes, but this Other One Looks Better/Works Better”: How do Consumers Respond to Trade-offs Between Sustainability and Other Valued Attributes?," Journal of Business Ethics, Springer, vol. 140(3), pages 567-584, February.
    8. Hannes Koppel & Günther Schulze, 2013. "The Importance of the Indirect Transfer Mechanism for Consumer Willingness to Pay for Fair Trade Products—Evidence from a Natural Field Experiment," Journal of Consumer Policy, Springer, vol. 36(4), pages 369-387, December.
    9. Miha Dominko & Miroslav Verbič, 2022. "The effect of subjective well‐being on consumption behavior," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(2), pages 876-898, June.
    10. Kim, Soojung & Chung, Ick-Joong & Lee, Junghee, 2017. "Structural model of parenting dimension, media usage type and body mass index in Korean preschool children," Children and Youth Services Review, Elsevier, vol. 79(C), pages 309-314.
    11. Kim, Hee Jin & Song, Hayeon, 2020. "Effort justification for fun activities?: The effect of location-based mobile coupons using games," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    12. Bettiga, Debora & Lamberti, Lucio & Noci, Giuliano, 2017. "Do mind and body agree? Unconscious versus conscious arousal in product attitude formation," Journal of Business Research, Elsevier, vol. 75(C), pages 108-117.
    13. Kureshi, Sonal & Thomas, Sujo, 2016. "Intention to Participate in Cause Related Marketing: Influence of Cause," IIMA Working Papers WP2016-03-12, Indian Institute of Management Ahmedabad, Research and Publication Department.
    14. Chang, Chia-Chi & Chen, Po-Yu, 2019. "Which maximizes donations: Charitable giving as an incentive or incentives for charitable giving?," Journal of Business Research, Elsevier, vol. 97(C), pages 65-75.
    15. Neeraj Arora & Ty Henderson, 2007. "Embedded Premium Promotion: Why It Works and How to Make It More Effective," Marketing Science, INFORMS, vol. 26(4), pages 514-531, 07-08.
    16. Fennell, Patrick B. & Coleman, Joshua T. & Kuo, Andrew, 2020. "The moderating role of donation quantifiers on price fairness judgments," Journal of Business Research, Elsevier, vol. 110(C), pages 464-473.
    17. David Blanco-Herrero & Jorge Gallardo-Camacho & Carlos Arcila-Calderón, 2021. "Health Advertising during the Lockdown: A Comparative Analysis of Commercial TV in Spain," IJERPH, MDPI, vol. 18(3), pages 1-26, January.
    18. Andres Silva & Lindsey M. Higgins & Mohamud Hussein, 2015. "An Evaluation of the Effect of Child-Directed Television Food Advertising Regulation in the United Kingdom," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 583-600, December.
    19. H. Bodur & Ting Gao & Bianca Grohmann, 2014. "The Ethical Attribute Stigma: Understanding When Ethical Attributes Improve Consumer Responses to Product Evaluations," Journal of Business Ethics, Springer, vol. 122(1), pages 167-177, June.
    20. Pomering, Alan & Johnson, Lester W., 2009. "Constructing a corporate social responsibility reputation using corporate image advertising," Australasian marketing journal, Elsevier, vol. 17(2), pages 106-114.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:23:y:2012:i:3:p:883-891. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.