Antecedents and Consequences of Consumers' Response to Health Information Complexity |
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Authors: | Torben Hansen Thyra Uth Thomsen Suzanne C Beckmann |
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Institution: | 1. Copenhagen Business School, Department of Marketing , Frederiksberg , Denmark th.marktq@cbs.dk;3. Copenhagen Business School, Department of Marketing , Frederiksberg , Denmark |
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Abstract: | 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. |
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Keywords: | food health information seeking health information complexity post-purchase dissonance |
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