Waht do You Eat? Consumer''s Interpretation of Misleading Information in Food Advertising

• Main Author: 王慧娟
• Other Authors: 練乃華
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/00716336115863215681

碩士 === 國立臺灣大學 === 商學研究所 === 91 === “Low Fat”, “High Calcium”, “No Cholesterol”, “20% less fat”, these claims are often heard in food advertising. Due to the lack of comparison base point, or omission of some important attributes, these claims are often misleading. The study focuses on the information processing process taken by consumers and intends to see if ad claim types and disclosure types have influence on the process. The study also discusses the current Food Advertising and Labeling Law’s impact on consumer protection. The results show: 1. Consumers seeing specific ad claim will generate more misleading beliefs than those seeing general ad claim or the control ad. 2. Consumers seeing disclosure are less apt to be misled by advertising claims than those who do not see disclosure. And negative framed disclosure works more effectively to prevent consumers from forming misleading beliefs and generalizability effect than positively framed disclosure. 3. Consumers with high knowledge generate more misleading beliefs than those with low knowledge, indicating that illusory correlation effect occurs on consumers with high knowledge. 4. On the interaction effect: (a). Consumer’s knowledge level interacts with ad claim types. Consumers with medium knowledge are more vulnerable to form generalizability effect and misleading beliefs when seeing specific ad claim than when seeing general ad claim type. (b). Consumer’s frequency of reading nutritional labels interacts with ad claim types. Consumers who used to read nutritional labels are more vulnerable to form generalizability effect than those who do not used to read labels.