Title page for ETD etd-05122011-113318


Type of Document Master's Thesis
Author Tice, Meghan A.
URN etd-05122011-113318
Title A Spoonful of Salt Helps the Vegetables Go Down: Exploring the Processing of Health and Nutrition-related Claims in Advertising
Degree Master of Arts
Department Communication Studies
Advisory Committee
Advisor Name Title
Tedesco, John C. Committee Chair
Chen, Yi-Chun Yvonnes Committee Member
Magee, Robert G. Committee Member
Keywords
  • nutrition knowledge
  • health consciousness
  • food advertising
  • ingredient content claim
  • health and nutrition-related claims
  • Elaboration-Likelihood Model
  • need for cognition
Date of Defense 2011-04-29
Availability unrestricted
Abstract
In light of recent persuasive appeals which promote a food product’s health or nutritional benefits in advertisements, this exploratory study investigates the ways in which individuals read and understand health and nutrition-related claims in advertising and make subsequent judgments about the product, brand, and purchase intentions. Using the Elaboration-Likelihood model of persuasion, this study looks at how motivational (e.g., health consciousness, need for cognition) and ability (nutrition knowledge) factors influence attitudes toward three food products following exposure to manipulated advertisements containing a nutrition-related claim. Although the results do not demonstrate much support for the predicted relationships, the findings nonetheless provide researchers useful information that may benefit future studies.
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