5. Discussion
FOP
In this study, we examined the effects of social distance, FOP claim type, and perceived importance of eating healthily on consumer response to healthy food products. CLT was used as the theoretical framework and the theory states that abstract, high-level (vs. low-level) mental representations are more salient as psychological distance increases and that concrete, low-level (vs. high-level) representations are more salient as psychological distance decreases [The results of this study support H1a, in that more positive attitudes were observed among participants following exposure to a low-level, nutrient (vs. health) claim on healthier food packaging when participants were choosing for themselves (proximal thinking). Notably, the most favorable responses were observed when the healthier food package bore a control claim (vs. nutrient and health claims). This finding may, in part, be related to skepticism of food advertising claims [Consistent with Gupta et al.’s [Consumers who engaged in proximal (self-related) thinking and placed high importance on eating healthily had significantly higher purchase intentions for healthier food products compared to those who did not place such importance. Consumers who engaged in distal (children-related) thinking did not reveal a significant difference between those who placed high versus low value on healthy eating when evaluating products. In other words, the perceived importance of eating healthily comes into play when making food purchases for the self. This finding is consistent with Garcia-Collart et al. [