Abstract

The present study examined the literature in consumer attitudes and behavior toward ads and the impact of nutrition and health disclosures of food products on consumers’ evaluations and perceptions of products. Three experiments were conducted using two different fast food restaurants; one perceived to be healthy (Subway) and the other perceived to be unhealthy (Burger King). The first study investigated the different effects of affirmative disclosure in ads on attitude toward ad and brand and purchase intentions. Study 2 compared the effect of two types of disclosures on attitudes and purchase intentions: one-sided and two-sided messages. Study 3 focused on consumers’ dietary habits and the difference it makes on their attitudes and behaviors when affirmative disclosure appears in ads.
Affirmative disclosure has different effects on the two fast foods. Overall disclosure has greater effect on consumers of healthier fast food. However, when comparing one-sided versus two-sided disclosures, the findings suggest that one-sided messages are more effective for the fast foods perceived as healthy, like Subway. Consumers who follow healthy dietary habits have more favorable attitudes when exposed to disclosure compared to those that follow an unhealthy lifestyle.
The findings suggest innovative strategies for advertisers, marketers, managers and public policy makers searching for ways to make ads more persuasive and specifically more effective in fighting unhealthy eating and obesity.