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


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
Issue number1
Pages (from-to)26-40
Publication statusPublished - 2013

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