Luomala, Harri; Jokitalo, Maijastiina; Karhu, Hannu; … - In: Journal of Consumer Marketing 32 (2015) 4, pp. 290-301
Purpose – This study aims to explore how certain consumer characteristics (dieting status, health motives and food … values) together with products carrying ambivalent health and taste cues (light foods, convenience foods, “functional candies …”) shape whether and why health and taste attributes are perceived as inclusive (“healthy is tasty” and “unhealthy is untasty …