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@article{ART002742176},
author={Hojoon Choi and Jung Min Hahm and Leonard N. Reid},
title={Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors},
journal={Health Communication Research},
issn={2093-2707},
year={2021},
volume={20},
number={1},
pages={75-113},
doi={10.24172/hcr.2021.20.1.75}

TY - JOUR
AU - Hojoon Choi
AU - Jung Min Hahm
AU - Leonard N. Reid
TI - Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors
JO - Health Communication Research
PY - 2021
VL - 20
IS - 1
PB - Korea Health Communication Association
SP - 75
EP - 113
SN - 2093-2707
AB - Fast food restaurants are increasing the number of healthier menu items to counter the criticism of promoting energy dense and nutritionally poor fast foods. However, relatively fewer studies have specifically investigated whether the promotion of healthier menu items will be positively perceived and trusted by consumers as intended. Building on previous research, this study investigated the influence of health consciousness, brand commitment, and perceived brand healthiness on consumer perceptions of healthy benefit, unhealthy risk, taste, and ad-trust following exposure to fast food restaurant advertisements featuring healthy food choices. Using a set of moderated regression analyses, the results found that consumers’ perceived benefit, taste, and advertisement trust tended to increase for healthier menu brands, and for more health-conscious consumers and those committed for the advertised brands. Theoretical and practical implications of the findings are discussed to promote healthy food marketing.
KW - Fast food advertising;Health promotion;Health consciousness;Fast food healthiness;and Brand commitment
DO - 10.24172/hcr.2021.20.1.75
ER -

Hojoon Choi, Jung Min Hahm and Leonard N. Reid. (2021). Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors. Health Communication Research, 20(1), 75-113.

Hojoon Choi, Jung Min Hahm and Leonard N. Reid. 2021, "Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors", Health Communication Research, vol.20, no.1 pp.75-113. Available from: doi:10.24172/hcr.2021.20.1.75

Hojoon Choi, Jung Min Hahm, Leonard N. Reid "Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors" Health Communication Research 20.1 pp.75-113 (2021) : 75.

Hojoon Choi, Jung Min Hahm, Leonard N. Reid. Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors. 2021; 20(1), 75-113. Available from: doi:10.24172/hcr.2021.20.1.75

Hojoon Choi, Jung Min Hahm and Leonard N. Reid. "Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors" Health Communication Research 20, no.1 (2021) : 75-113.doi: 10.24172/hcr.2021.20.1.75

Hojoon Choi; Jung Min Hahm; Leonard N. Reid. Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors. Health Communication Research, 20(1), 75-113. doi: 10.24172/hcr.2021.20.1.75

Hojoon Choi; Jung Min Hahm; Leonard N. Reid. Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors. Health Communication Research. 2021; 20(1) 75-113. doi: 10.24172/hcr.2021.20.1.75

Hojoon Choi, Jung Min Hahm, Leonard N. Reid. Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors. 2021; 20(1), 75-113. Available from: doi:10.24172/hcr.2021.20.1.75

Hojoon Choi, Jung Min Hahm and Leonard N. Reid. "Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors" Health Communication Research 20, no.1 (2021) : 75-113.doi: 10.24172/hcr.2021.20.1.75