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Nutrition Ad Claims and Disclosures: Interaction and Mediation Effects for Consumer Evaluations of the Brand and the Ad

Scot Burton, J. Craig Andrews and Richard G. Netemeyer
Marketing Letters
Vol. 11, No. 3 (Aug., 2000), pp. 235-247
Published by: Springer
Stable URL: http://www.jstor.org/stable/40239880
Page Count: 13
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Nutrition Ad Claims and Disclosures: Interaction and Mediation Effects for Consumer Evaluations of the Brand and the Ad
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Abstract

The effects of ad disclosure information on evaluations of the brand, the advertisement, and purchase intentions are postulated to vary across different ad claim types. In addition, consumers 1 product health perceptions arc hypothesized to mediate the effects of the disclosure information and ad claim type on brand and ad-related evaluations. Results from a between subjects' experiment show that the health perception measure mediates the effect of the disclosure on brand and ad evaluations, but the interaction between the ad claim type and the disclosure is not mediated by the inclusion in the model of consumers' product health perceptions.

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