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
SN - 1045-4446
VL - 19
SP - 26
EP - 40
JO - Journal of Food Products Marketing
JF - Journal of Food Products Marketing
IS - 1
ER -