We explored the use of different advertising appeals in breast cancer detection messages. We analyzed the extent to which emotional appeals were applied in advertisements that promoted two forms of breast cancer detection behaviors: breast self-examination (BSE) and mammographic screening. Findings of a content analysis of 456 breast cancer-related advertisements gathered in February 2016 indicated that textual fear appeals, humor appeals and erotic appeals were more likely to be featured in BSE-promoting advertisements than in breast cancer-related advertisements with other message purposes. While shame-guilt appeals were more likely to be used in mammography-promoting messages, humor and erotic appeals were less likely to be applied. Regarding hybrid message appeals, combinations of humor appeals with erotic, fear and shame-guilt appeals, as well as combined erotic-fear appeals were found more in BSE-promotion messages. Mammography-promoting messages made less use of hybrid messages with a humorous touch as compared to breast cancer advertisements with other message purposes. The results are in contrast to research findings on the effectiveness of message appeals and thus allow to some extent the evaluation of whether scientific findings on the effectiveness of message appeals are reflected in the current advertising practice.

This paper addresses the research gap concerning country-of-origin (COO) effects in the context of functional foods and functional ingredients. The effectiveness of COO-positioning as an alternative managerial strategy for promoting functional foods with a COO-appeal is examined. An online survey has been administered to young consumers from thirteen European countries. COO-effects on consumers’ health evaluations about the functional ingredient L. Casei Shirota and purchase intentions related to hypothetical Shirota-fortified products have been tested. A positive main effect of COO-associations related to Japanese functional foods on both ingredient healthiness perception and purchase intention occurs. The moderating COO-effect intensifies the favorable impact of ingredient healthiness perception on purchase intention. An indirect effect of ingredient familiarity on purchase intention via ingredient healthiness perception is observed at high and moderate COO-levels, while at low COO-levels no mediation takes place.

This article examines how consumer familiarity with product-concepts and functional ingredients as well as inferences about an advertiser's manipulative intent affect ratings about the level of scientific support of health claims on food. Three claim conditions reflecting the sufficient levels of support within the WHO framework ("possible," "probable," and "convincing") have been tested in a survey conducted in the German language. Though consumers do not completely disregard the level of claim support as respondents rated "convincing"-level claims slightly higher than "probable"-and "possible"-level claims, consumers' misevaluations of health claims in terms of their scientific substantiation were found to be high. Knowledge structures are more indicative of consumer inferences about claim support. Product-concept familiarity positively affects claim substantiation ratings. No effect of ingredient familiarity has been observed. Inferences of manipulative intent negatively affect claim support ratings. Thus, marketers are advised to raise consumer awareness about their product-concepts as well as advertiser credibility in order to prevent the inappropriate ascription of low levels of support to health claims.

Purpose – This paper aims to examine the effects of qualifying language, functional ingredient, ingredient familiarity and inferences of manipulative intent (IMI) on the likelihood that consumers make stimulus-based inferences about the level of scientific support for health claims on food. Design/methodology/approach – An advertisement copy test for a fictitious product bearing a caries risk-reduction claim has been conducted. The test design comprises three claim conditions, each corresponding to one of the sufficient levels of support for nutrient-health relations within the World Health Organization (WHO)-framework. Findings – The claim conditions have affected the likelihood of making stimulus-based inferences, which is lower for high-level-of-support claims as opposed to low-level-of-support and moderate-level-of-support claims. No effect of ingredient familiarity has been observed. The effect of the functional ingredient featured is significant at the 10 per cent-level. IMI has a negative effect on the likelihood of making a stimulus-based inference. Research limitations/implications – The survey relies on a demographically homogeneous sample. Practical implications – Examining the likelihood of stimulus-based inferences about health claim substantiation is essential for assessing the effectiveness of claim formulations and for addressing resulting miscommunication. Originality/value – The current paper addresses the research gap on consumer ability to identify the level of support for health claims within the European context.