Increasingly, the health claims made by food products focus on the marketing of specific molecular enrichments. Research exploring consumers’ willingness to pay (WTP) for health claims assumes that individuals hold perfect information on the benefits of the enrichment, and that their valuations depend solely on whether or not they need to improve their health. While health interventions are aimed at individuals at higher health risk, consumers may be unaware of the health risks that they face, limiting the effectiveness of a generic targeting strategy. Using an orthogonal experimental design, we explore the impact of two factors on the WTP for vitamin D enrichment in eggs: whether the information is person-specific or generic; and the presence of a health claim explaining the vitamin D enrichment. Results indicate that it is the provision of information, not the health claim, that influences WTP. Both generic and personalised information lead to similar increases in the WTP for vitamin D enrichment. While we only observe a direct effect of generic information on the WTP for vitamin D enrichment, personal information may also operate by increasing the perceived risk of vitamin D deficiency. Our results support the use of personalised health information during the choice task as a means of increasing the sales of healthy products.

中文翻译：

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分子营销、个性化信息和功能性食品的支付意愿：富含维生素 D 的鸡蛋

食品产品的健康声明越来越多地集中在特定分子浓缩物的营销上。探索消费者对健康声明的支付意愿 (WTP) 的研究假设个人对浓缩的好处拥有完全的信息，并且他们的估值完全取决于他们是否需要改善他们的健康状况。虽然健康干预措施针对的是健康风险较高的个人，但消费者可能不知道他们面临的健康风险，从而限制了通用目标策略的有效性。使用正交实验设计，我们探讨了两个因素对鸡蛋中维生素 D 富集 WTP 的影响：信息是针对个人的还是通用的；以及存在解释维生素 D 浓缩的健康声明。结果表明，影响 WTP 的是信息的提供，而不是健康声明。通用信息和个性化信息都导致维生素 D 浓缩的 WTP 类似增加。虽然我们只观察到一般信息对维生素 D 富集 WTP 的直接影响，但个人信息也可能通过增加维生素 D 缺乏的感知风险来发挥作用。我们的结果支持在选择任务期间使用个性化健康信息作为增加健康产品销售的一种手段。个人信息也可能通过增加维生素 D 缺乏的感知风险来发挥作用。我们的结果支持在选择任务期间使用个性化健康信息作为增加健康产品销售的一种手段。个人信息也可能通过增加维生素 D 缺乏的感知风险来发挥作用。我们的结果支持在选择任务期间使用个性化健康信息作为增加健康产品销售的一种手段。