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

Torben Hansen, Thyra Uth Thomsen, Suzanne C. Beckmann

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

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.
Original languageEnglish
JournalJournal of Food Products Marketing
Volume19
Issue number1
Pages (from-to)26-40
ISSN1045-4446
DOIs
Publication statusPublished - 2013

Cite this

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Antecedents and Consequences of Consumer's Response to Health Information Complexity. / Hansen, Torben; Uth Thomsen, Thyra; Beckmann, Suzanne C.

In: Journal of Food Products Marketing, Vol. 19, No. 1, 2013, p. 26-40.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Antecedents and Consequences of Consumer's Response to Health Information Complexity

AU - Hansen, Torben

AU - Uth Thomsen, Thyra

AU - Beckmann, Suzanne C.

PY - 2013

Y1 - 2013

N2 - 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.

AB - 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.

KW - Health information seeking

KW - Health information complexity

KW - Post-purchase dissonance

U2 - 10.1080/10454446.2013.739553

DO - 10.1080/10454446.2013.739553

M3 - Journal article

VL - 19

SP - 26

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JO - Journal of Food Products Marketing

JF - Journal of Food Products Marketing

SN - 1045-4446

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