The Impact of Risk Perception on Responses to Misleading Food Label Claims

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Health Communication Interactive Poster Session

Abstract

The experiment is a 2 (claim: misleading vs. not-misleading) x 2 (food type: functional vs. non-functional) x 16 (message repetition) mixed factorial design (64 stimuli total), N = 400. We predict that risk perception moderates the effect of both heuristics and informational cues and can lead to the purchase of a product. This paper specifically focuses on how informational cues embedded in food claims can persuade an individual to purchase a product. We hypothesize that risk perception (HBM variables) influence the effect of misleading claims on attitudes and purchase intentions.

Authors

• Erika Katherine Johnson, University of Missouri

• Sungkyoung Lee, U of Missouri

• Namyeon Lee, U of Missouri