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Naturally overused : an analysis of health claims on "healthy" supermarket food products with an emphasis on the "natural" angle

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Naturally overused : an analysis of health claims on "healthy" supermarket food products with an emphasis on the "natural" angle

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dc.contributor.author Ho, Eunice Jia Hui
dc.contributor.author Klyne, Mary Ann
dc.contributor.author Chua, Joanne Wanlin
dc.date.accessioned 2010-04-06T04:05:05Z
dc.date.available 2010-04-06T04:05:05Z
dc.date.copyright 2009
dc.date.issued 2010-04-06T04:05:05Z
dc.identifier.citation 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.
dc.identifier.uri http://hdl.handle.net/10220/6216
dc.description.abstract 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.
dc.format.extent 87 p.
dc.language.iso en
dc.rights Nanyang Technological University
dc.subject DRNTU::Social sciences::Communication::Audience research.
dc.title Naturally overused : an analysis of health claims on "healthy" supermarket food products with an emphasis on the "natural" angle
dc.type Final Year Project (FYP)
dc.contributor.school Wee Kim Wee School of Communication and Information
dc.contributor.supervisor Yeoh Kok Cheow (WKW SCI)
dc.contributor.supervisor May Oo Lwin (WKW SCI)
dc.description.degree Wee Kim Wee School of Communication and Information

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