Antecedents and Consequences of Consumer's Response to Health Information Complexity

Torben Hansen, Thyra Uth Thomsen, Suzanne C. Beckmann

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review


This study develops and empirically tests a model for understanding food consumers' health information seeking behaviour. Data were collected from 504 food consumers using a nationally representative consumer panel. The obtained Lisrel results suggest that consumers' product-specific health information seeking is positively affected by general food involvement and by usability of product-specific health information. Moreover, product-specific health information seeking and product-specific health information complexity are both positively related to post-purchase health-related dissonance. This link between information complexity and post-purchase dissonance has implications for marketers of food products since our results suggest that consumers might avoid purchasing the same food item again if post-purchase dissonance is experienced.
TidsskriftJournal of Food Products Marketing
Udgave nummer1
Sider (fra-til)26-40
StatusUdgivet - 2013


  • Health information seeking
  • Health information complexity
  • Post-purchase dissonance