The Effects of Perceived Health Claim Certainty, Manipulation Inferences and Issue Involvement on Food-Related Purchase Intentions

This paper examines the effects of consumer perceptions about the level of health claim support, inferences of advertisers’ manipulative intent (IMI) and consumer health issue involvement on purchase intentions related to foods bearing health claims. Findings suggest that higher perceived levels of claim support positively affect purchase intentions. IMI has a negative effect on purchase intention ratings. Issue involvement has a significant interaction term with perceived level of claim support, which negatively effects purchase intentions. If issue involvement is high, higher perceived levels of claim support negatively affect purchase intention ratings.