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Study 1: Low-Fat Claims on Real-Market Products

In: Misleading Marketing Communication

Author

Listed:
  • Viktor Smith

    (Copenhagen Business School)

  • Daniel Barratt

    (Copenhagen Business School)

  • Peter Møgelvang-Hansen

    (Copenhagen Business School)

  • Alexander U. Wedel Andersen

    (Woba.io)

Abstract

The chapter reports an experimental study based on the ShopTrip set-up which explores the effect of low-fat claims on consumers’ purchasing decisions and post-shopping expectations. The results suggest that the presence of a low-fat claim on the packaging front tends to prompt health-oriented consumers to choose the corresponding product even when the alternative products available on the shelf are equally low or lower in fat according to the declared product facts.

Suggested Citation

  • Viktor Smith & Daniel Barratt & Peter Møgelvang-Hansen & Alexander U. Wedel Andersen, 2022. "Study 1: Low-Fat Claims on Real-Market Products," Springer Books, in: Misleading Marketing Communication, chapter 0, pages 35-52, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-11206-5_4
    DOI: 10.1007/978-3-031-11206-5_4
    as

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