Generic Advertising For Fish: Results From A Research-Based Campaign


Generic Advertising For Fish: Results From A Research-Based Campaign By Klaus G. Grunert and Joachim Scholderer ABSTRACT Generic advertising campaigns for increasing consumption of a certain type of food have had diverse and often disappointing effects in the past. One possible reason for this is that such campaigns were not based on a thorough understanding of consumer behaviour. In this paper, it is shown how a generic campaign to increase fish consumption in Denmark was based on a study investigating consumers' fish purchasing behaviour based on the Theory of Planned Behaviour. A replication of part of the study after the campaign finished was employed to investigate the effects of the campaign. KEYWORDS: consumer choice, advertising Generic vs Brand Promotion View Full Paper (PDF file)

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