Fact Or Fiction? the Impact of Framing Product information on Consumer´s Attitude towards A Food Supplement

Food marketers have to decide whether scientifically sound, but cumbersome health claims are to be preferred over claims triggering health-related associations in a non-scientific, storytelling fashion. Both types of claims were assessed by US and Danish respondents on a food supplement in an online survey. Attitudes were measured and repeated after respondents had been presented with information contradicting the claims. The results show that story-related claims favourably influence attitudes. Contradictory information has a negative effect on attitudes. However, in the presence of a scientific claim, the contradictory information made respondents reduce favourable attitudes to a lesser extent.