The Nutrition Elite: Do Only the Highest Levels of Caloric Knowledge, Obesity Knowledge, and Motivation Matter in Processing Nutrition Ad Claims and Disclosures?
The Nutrition Elite: Do Only the Highest Levels of Caloric Knowledge, Obesity Knowledge, and Motivation Matter in Processing Nutrition Ad Claims and Disclosures?
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DOI：
10.1509/jppm.28.1.41
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发表时间：
2009-03-01
影响因子：
7.8
通讯作者：
Burton, Scot
中科院分区：
文献类型：
--
作者：
Andrews, J. Craig;Netemeyer, Richard G.;Burton, Scot
本研究考察了最高水平的热量知识、肥胖后果知识和搜索营养信息的动机在广告中相对营养含量声明的处理中的作用，如“一半卡路里”或“一半脂肪”，对于总热量水平相对较高的产品。在控制了人口统计、饮食习惯、体重指数、相关广告声明和披露、感知到的体重增加风险和其他变量的影响后，作者发现热量知识、肥胖后果知识和搜索营养信息的动机对购买广告中提到的高热量零食的意图具有曲线（二次）效应。这表明，在热量知识、肥胖后果知识和动机（即“营养精英”）的最高水平，消费者的意图与负相关关系得到加强。作者提出了公共政策的启示，包括考虑到其他政策选择，如基于市场的解决方案（例如，减少份量，标准化包装正面图标），对普通公众来说，实现如此高水平的营养知识和动机是否现实。
This study examines the role of the highest levels of caloric knowledge, obesity consequences knowledge, and motivation to search for nutrition information in the processing of relative nutrient content claims in advertisements, such as "half the calories" or "half the fat," for products relatively high in total calorie levels. After controlling for the impact of demographics, dietary habits, body mass index, relative ad claims and disclosures, perceived weight gain risk, and other variables, the authors find curvilinear (quadratic) effects for caloric knowledge, obesity consequences knowledge, and motivation to search for nutrition information on intent to buy an advertised, high-calorie snack bar. This suggests a strengthening of the negative relationship for intent for consumers at the highest levels of caloric knowledge, obesity consequences knowledge, and motivation (i.e., the "nutrition elite"). The authors offer public policy implications, including whether achieving such exceedingly high levels of nutrition knowledge and motivation is realistic for the general public in light of other policy alternatives, such as market-based solutions (e.g., reducing serving sizes, standardized front-of-package icons).