Are nutrient content claims always effective for food ads?
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Recently, there has been growing concerns about health and an interest in nutrition in the U.S. food industry, and some unhealthy foods are emphasizing their health qualities by adding artificial nutrients . In this context, ANOVA was conducted to determine whether there is a match-up effect between food product types (healthy vs. unhealthy food) and claim types (nutrient content vs. taste claim). Also, regression analysis was conducted to determine whether self-congruity and functional-congruity predict advertising effects when consumers are exposed to the ads combined with claim types and food types. As a result, healthy food ads with nutrient content claims and unhealthy food ads with taste claims had higher advertising effects than the same product ads with opposite claims. This study also found a consistent pattern of self- and functional-congruity toward the foods with nutrient content claims, directed to advertising effect.