Department of Management

The “Weight” of Product Claims and Vertical Location: Health Goes Up and Taste Goes Down

Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-review

The present research shows that claims denoting healthy attributes will elicit more favorable consumer evaluations (towards ads,
packages and products) when placed at higher locations, whereas claim denoting “unhealthy” attributes (e.g., taste) will elicit more
favorable evaluations when placed at lower locations
Original languageEnglish
Publication yearOct 2017
StatePublished - Oct 2017
EventAdvances in Consumer Research - San Diego, United States
Duration: 26 Oct 201729 Oct 2017


ConferenceAdvances in Consumer Research
CountryUnited States
CitySan Diego

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ID: 119020625