Effect of price on pleasantness ratings and use intentions of a functional chocolate bar in the presence and absence of a health claim

The effect of price information on hedonic and use intention responses to a chocolate bar was investigated in the absence and presence of a health claim related to energy, satiety value and cholesterol content. First, Finnish students (n = 79) tasted and rated blind three chocolate bars (one regular, two containing functional ingredients). Second, one group (“Informed,” n = 40) evaluated the samples with the health claim and price information, the other group (“Control,” n = 39) as a regular bar with price information only. A separate focus group (n = 6) interview was conducted to obtain further views of the claim and samples. Neither the health claim nor the price affected pleasantness ratings, while the increasing price significantly reduced the likelihood of buying and preferred frequency of eating the chocolate bar in both groups. Price affected the likelihood of buying more strongly among females than among males, and involvement with chocolate bars affected the likelihood of buying in the control, but not in the informed group. The focus group interview indicated that healthfulness might be irrelevant for chocolate products. Overall, price heavily affected the likelihood of buying the target product, but price and the health claim were incapable of altering hedonic responses to it.