Advances in Economics and Business Vol. 5(11), pp. 575 - 581
DOI: 10.13189/aeb.2017.051101
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The Obesity Epidemic: The Effect of Pre-existing Lifestyle on Attitude to the Ad, Attitude to the Brand, and Purchase Intention


Lynda Maddox 1, Anthony Patino 2, Lea Katsanis 3, Dennis Pitta 4,*
1 School of Business, George Washington University, Washington, D. C., United States
2 School of Management, San Francisco University, San Francisco, United States
3 John Molson School of Business, Concordia University, Canada
4 Merrick School of Business, University of Baltimore, United States

ABSTRACT

The worldwide obesity epidemic has prompted governments, NGO's, and companies to explore the use of advertising to promote healthy eating habits. The effect of product or issue involvement often moderates the effects of advertising on brand image. Advertising that involves a sensitive topic, namely a person's weight, runs the risk of a consumer backlash that may tarnish a brand's image. Previous research by the authors who investigated message structure in advertising to promote healthy eating found there was no significant difference between one-sided and two-sided messages on Attitude to the Ad (Aad) and Attitude to the Brand (Ab). The present study assesses the effect of pre-existing eating habits on attitudes toward healthy eating after exposure to advertising. The research offers evidence that advertising disclosure can promote healthier eating. However, the effects are not straightforward. When the information confirms previous perceptions, consumers will pay more attention to it. However, consumers who have a healthy life style may not be as positively affected by the information as those whose lifestyle is less healthy and have an interest in improving it.

KEYWORDS
Attitude to the Brand, Obesity, Attitude to the Ad, Purchase Intention, Lifestyle

Cite this paper
Lynda Maddox , Anthony Patino , Lea Katsanis , Dennis Pitta . "The Obesity Epidemic: The Effect of Pre-existing Lifestyle on Attitude to the Ad, Attitude to the Brand, and Purchase Intention." Advances in Economics and Business 5.11 (2017) 575 - 581. doi: 10.13189/aeb.2017.051101.