Presentation of results
| Hypothesis | Predicted effect | Statistical evidence | Conclusion |
|---|---|---|---|
| H1a | National-brand (NB) products are perceived as healthier than private-label (PL) products in the breakfast category | No sig. difference (p > 0.05) | Not Supported |
| H1b | Greater health consciousness reduces the perceptual gap in healthiness between NBs and PLs in the breakfast category | Interaction non-sig. (p > 0.05) | Not Supported |
| H1c | A higher level of perceived category risk increases the perceived healthiness gap between NBs and PLs for breakfast products | No brand gap found in either category (p > 0.05) | Not Supported |
| H2a | The impact of intrinsic attributes on perceived healthiness is greater than that of extrinsic attributes | Bint > Bext both for PL and NB perceived healthiness (p < 0.001) | Supported |
| H2b | The impact of intrinsic attributes on perceived healthiness is stronger among consumers with higher health consciousness | Interaction non-sig. (p > 0.05) | Not Supported |
| Hypothesis | Predicted effect | Statistical evidence | Conclusion |
|---|---|---|---|
| National-brand (NB) products are perceived as healthier than private-label (PL) products in the breakfast category | No sig. difference ( | Not Supported | |
| Greater health consciousness reduces the perceptual gap in healthiness between NBs and PLs in the breakfast category | Interaction non-sig. ( | Not Supported | |
| A higher level of perceived category risk increases the perceived healthiness gap between NBs and PLs for breakfast products | No brand gap found in either category ( | Not Supported | |
| The impact of intrinsic attributes on perceived healthiness is greater than that of extrinsic attributes | Supported | ||
| The impact of intrinsic attributes on perceived healthiness is stronger among consumers with higher health consciousness | Interaction non-sig. ( | Not Supported |
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