Department Of Marketing And - Lingnan University Library

EffectivenessThe main theme of buying weight loss products is to lose fat. Therefore, people are notwilling to buy it if the product does not have a good weight loss benefit.H8: If people have a positive attitude of weight loss benefit of weight loss product, they will buymore weight loss products than those who have a negative attitude.The contents of advertisements (weight loss products)It is common that the advertisements of weight loss products are very attractive. However,most contents of these advertisements are true. As suggested before, the advertisers use differentkinds of methods to make their products more attractive such as using celebrities, expert, etc.However, not all customers are vulnerable and they do not believe the advertisements at all. Itimplies that this kind of customers is less willing to buy weight loss products.H9: If people trust that the contents of advertisements of weight loss products, they will buy moreweight loss products than those who do not trust.31