Consumer responses to hedonic food products: Healthy cake or indulgent cake? Could dialecticism be the answer?
Marketing of indulgent food products with healthy claims (e.g., healthy cake) is challenging, and studies explaining consumer responses to such products are limited. This research addresses this limitation by focusing on an unexamined driver of responses to vice food products marketed as more health...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier Inc.
2018
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |