Adherence
Targeted communication strategies that align with specific consumer segments' involvement, health motives, or trust levels significantly increase the likelihood of information processing and positive food choice behavior compared to generic mass-media campaigns.
Do not rely on generic health campaigns or mass media advertising to change eating habits. Instead, segment your audience based on their specific motivations (e.g., health-conscious vs. taste-focused) and trust levels. Tailor your communication to address their specific information needs and use trusted sources relevant to that segment. For low-involvement consumers, use simple heuristics (like brand reputation) rather than complex nutritional data.
A clear message from these studies is that communication and information provision strategies targeted to a specific audience’s needs, interests or motives stand a higher likelihood of being attended to and processed by the receiving audience, and therefore also stand a higher chance of yielding their envisaged impact in terms of food choice and dietary behaviour.
Why this rating
Based on multiple empirical consumer studies and segmentation analyses cited in the review.
Source
Impact of communication on consumers' food choices
Wim Verbeke · Proceedings of The Nutrition Society · 2008
This is one finding among thousands. Every one is graded and traced to its source, so you can see what the evidence actually supports. Browse the research →