3rd year PhD presentation - Violeta Stancu

Consumer understanding of health claims: how to elicit the inferences that people make in relation to products with health claims?

2016.06.03 | Merete Elmann

Date Fri 01 Jul
Time 13:00 14:00
Location Room 1325-242, Department of Management, Aarhus BSS, Aarhus University

 
Friday 1 July 2016, Violeta Stancu will present her PhD project at 13:00 in room 1325-242. The title is:    

Consumer understanding of health claims: how to elicit the inferences that people make in relation to products with health claims?

 

Everyone is welcome!

 

Abstract
The health benefits of food products can be communicated to consumers by means of health claims, those messages linking a food product or its constituents to health. There are currently more than 250 health claims approved by regulation for use in the European Union and while consumer understanding is required by regulation, there is no standardized way to measure it.

Consumers use their prior knowledge to attach meaning to health claims when exposed to products carrying such claims. At large, the meanings that consumers attach to health claims are inferences which go beyond the information presented to them. To assess consumer understanding of health claims it is, thus, essential to elicit the inferences that people make in relation to products carrying health claims and to assess their prevalence. Several methods to achieve this are compared in our studies.

Recommendations are drawn for the industry as well as public policy as to how to assess consumer understanding depending on their purpose. Furthermore, our findings have implications for attempts to improve consumer understanding of health claims. 

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