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How Does Choosing Fitness Labeled Food Affect Consumer’S Intention To Forgo Exercise, Mei Han

Theses and Dissertations

As one of the most widely used marketing techniques, the role and effects of food labels have received significant attention from researchers. Different labels have very different influences and implications. This dissertation focuses on a unique persuasive language label: fitness label. This dissertation starts with a discussion on self-regulation mechanisms and research on goals, and their implications on how choosing fitness labeled food affects subsequent intention to forgo exercise.

This dissertation finds that the existence of response conflict in food choice, as well as the magnitude of the response conflict affect consumer’s reaction mechanisms, which in turn affect consumer’s exercise …