Naturally overused : an analysis of health claims on "healthy" supermarket food products with an emphasis on the "natural" angle
This study examined the use of healthful claims on food packaging in view of the new trend of marketing food as natural. A content analysis of 328 food products in Singapore revealed the prevalent use of the natural claim as well as visual communication images that evoke the same connotations of nat...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2010
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| Online Access: | https://hdl.handle.net/10356/93430 http://hdl.handle.net/10220/6216 |
| _version_ | 1826110963603996672 |
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| author | Chua, Joanne Wanlin Ho, Eunice Jia Hui Klyne, Mary Ann |
| author2 | Yeoh Kok Cheow |
| author_facet | Yeoh Kok Cheow Chua, Joanne Wanlin Ho, Eunice Jia Hui Klyne, Mary Ann |
| author_sort | Chua, Joanne Wanlin |
| collection | NTU |
| description | This study examined the use of healthful claims on food packaging in view of the new trend of marketing food as natural. A content analysis of 328 food products in Singapore revealed the prevalent use of the natural claim as well as visual communication images that evoke the same connotations of naturalness. A closer check revealed that a great number of products with natural claims were found to contain additives. Study 2 followed with an online experiment to examine whether extrinsic cues such as the claim “All Natural” and an external seal can effectively influence consumers’ perception of the product’s nutritional attributes. Results showed that the “All Natural” claim does effectively influence consumers’ perception of the product and that this claim also interacts with the seal. This suggests that consumers commonly use such extrinsic cues for healthful decision-making. Implications of the findings are discussed. |
| first_indexed | 2024-10-01T02:43:09Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/93430 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T02:43:09Z |
| publishDate | 2010 |
| record_format | dspace |
| spelling | ntu-10356/934302020-09-27T20:11:51Z Naturally overused : an analysis of health claims on "healthy" supermarket food products with an emphasis on the "natural" angle Chua, Joanne Wanlin Ho, Eunice Jia Hui Klyne, Mary Ann Yeoh Kok Cheow May Oo Lwin Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication::Audience research This study examined the use of healthful claims on food packaging in view of the new trend of marketing food as natural. A content analysis of 328 food products in Singapore revealed the prevalent use of the natural claim as well as visual communication images that evoke the same connotations of naturalness. A closer check revealed that a great number of products with natural claims were found to contain additives. Study 2 followed with an online experiment to examine whether extrinsic cues such as the claim “All Natural” and an external seal can effectively influence consumers’ perception of the product’s nutritional attributes. Results showed that the “All Natural” claim does effectively influence consumers’ perception of the product and that this claim also interacts with the seal. This suggests that consumers commonly use such extrinsic cues for healthful decision-making. Implications of the findings are discussed. Bachelor of Communication Studies 2010-04-06T04:05:05Z 2019-12-06T18:39:20Z 2010-04-06T04:05:05Z 2019-12-06T18:39:20Z 2009 2009 Final Year Project (FYP) Ho, E. J. H., Klyne, M. A., & Chua, J. W. (2009). Naturally Overused : an Analysis of Health Claims on "Healthy" Supermarket Food Products with an Emphasis on the "Natural" Angle. Final year project report, Nanyang Technological University. https://hdl.handle.net/10356/93430 http://hdl.handle.net/10220/6216 en Nanyang Technological University 87 p. application/pdf |
| spellingShingle | DRNTU::Social sciences::Communication::Audience research Chua, Joanne Wanlin Ho, Eunice Jia Hui Klyne, Mary Ann Naturally overused : an analysis of health claims on "healthy" supermarket food products with an emphasis on the "natural" angle |
| title | Naturally overused : an analysis of health claims on "healthy" supermarket food products with an emphasis on the "natural" angle |
| title_full | Naturally overused : an analysis of health claims on "healthy" supermarket food products with an emphasis on the "natural" angle |
| title_fullStr | Naturally overused : an analysis of health claims on "healthy" supermarket food products with an emphasis on the "natural" angle |
| title_full_unstemmed | Naturally overused : an analysis of health claims on "healthy" supermarket food products with an emphasis on the "natural" angle |
| title_short | Naturally overused : an analysis of health claims on "healthy" supermarket food products with an emphasis on the "natural" angle |
| title_sort | naturally overused an analysis of health claims on healthy supermarket food products with an emphasis on the natural angle |
| topic | DRNTU::Social sciences::Communication::Audience research |
| url | https://hdl.handle.net/10356/93430 http://hdl.handle.net/10220/6216 |
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