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How Consumers Process Unhealthy Food Advertising Featuring Risk-avoidance Appeals: Moderating Roles of Dieting Status and Gender on the Prediction Model of Selfand Functional Congruity

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한국헬스커뮤니케이션학회 (Korea Health Communication Association)|2016.07|헬스커뮤니케이션연구 (Health Communication Research)|제14호|pp. 63-98|DOI 10.24172/hcr.2016..14.63

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참고문헌

키워드

성별genderdieting다이어트public health policy기능 일치성food advertisingself- and functional congruitynutrient-content claimsrisk-avoidance appeal음식 광고자기 일치성영양소 소구위험 회피 어필공공 건강 정책

초록

This study examined how the effects of risk-avoidance appeals in unhealthy food advertising are differently predicted by consumers’ self- and functional congruity. In addition, this research explored whether the predictive effects are moderated by consumers’ current dieting status and physiological gender. An experimental study found that functional-congruity had stronger predictive effects on ad evaluations than self-congruity. Moreover, the risk-avoidance appeals in unhealthy food advertising are more cognitively processed by dieting consumers, as well as among female consumers. These results provide several theoretical and practical implications for public health policy officials.

Abstract

This study examined how the effects of risk-avoidance appeals in unhealthy food advertising are differently predicted by consumers’ self- and functional congruity. In addition, this research explored whether the predictive effects are moderated by consumers’ current dieting status and physiological gender. An experimental study found that functional-congruity had stronger predictive effects on ad evaluations than self-congruity. Moreover, the risk-avoidance appeals in unhealthy food advertising are more cognitively processed by dieting consumers, as well as among female consumers. These results provide several theoretical and practical implications for public health policy officials.

참고문헌 (65)

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