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Motivation drives consumers' use of health claims

January 20 2017 - New CLYMBOL research shows that motivation is more important than ability to process health claims. Some of the highlights of this article are:

• European consumers are only moderately motivated and able to use health claims
Motivation matters much more than ability in determining health claim use
Interest in healthy eating and information need emerge as drivers of motivation
• Health claim knowledge plays a minor role in shaping motivation and ability

The article was published in Food Quality & Preference (2017: Vol. 58) and can be accessed for free until March 10, 2017!