Can health trump taste? Implicit and explicit attitudes toward sugar‐reduction claims and their differentiated impact on purchase intention for cereals
Christina M. Neubig,
Matthias Staudigel,
Jutta Roosen
Abstract:This study investigates the implicit and explicit health–taste tradeoffs that consumers make in response to sugar‐reduction claims on chocolate cereals. We collect implicit measures through an Implicit Association Test, explicit perceptions of health and taste properties, and statements regarding product liking and purchase intention through a questionnaire. Based on a path analysis, we assess the relative strength of the indirect effects of sugar‐reduction claims mediated by health and taste perceptions, as w… Show more
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