With all past research taken into consideration, this research is intended to analyze the previous points in order to answer the following research questions:

• What advertising strategies provoke healthier perceptions of food products among consumers?

• What are the best approaches for health food advertisers to take in order to best satisfy consumers?

Considering past analyses, it is expected that my results will indicate that authenticity and seemingly greater health benefits are likely to persuade consumer decisions into believing that one product is healthier for them than others. Albrecht et al. (2023) says that “companies need to use their resources to show—not just tell— younger generations how business enterprises are making an impact through authenticity and transparency.” As discussed from Kennedy et al’s (2021) findings, celebrity-made brands are perceived as more authentic to consumers than when a celebrity simply advertises for or supports a brand because they know that the product directly represents the celebrity's desires. Thus, this concept can be applied to food packaging, surfacing the question of how clear packaging affects consumer perceptions knowing that they can actually see the product, rather than having to rely on what is shown on the outside or claimed to be true about the product. Additionally, analyses by Kunz et al. (2020) contribute to the hypothesis that product packaging itself often stimulates impressions in consumers that link to cognitive processing, causing perceptions of more or less health in the product. This implies that my results will likely display higher health perceptions towards products that are simplistic, authentic, and come off as beneficial to the consumer.

Additionally, this research analyzes gaps in past research, aiming towards the discussion of how word choice affects the consumer decision making processes. Niederdeppe’s (2016) analysis on message framing displays the contrast in consumer perception based on different wording for the same products, stating that it provokes different conceptual associations in the consumer. Using these findings, I was able to isolate the copy from the design of the product, in order to analyze how it's affecting consumers' decisions. Based on this, my results will likely show that people are more concerned with the bad products that they are avoiding, rather than the healthy benefits they can gain, causing them to believe that they are doing a better job at consciously selecting the healthiest products. This concept can be analyzed using what Martin-Ullrich (2015) describes as buzzwords which “invoke the idea of high quality, health, and general well-being… in an effort to increase sales.” Some commonly used buzzwords include all-natural, organic, gluten-free, whole grain, antioxidant, and authentic (Martin-Ullrich, 2015). The concept of some of these buzzwords, along with others, are explored in the following research in order to analyze how consumers perceive varying copy, and associate, or isolate, health benefits with a product.