REKLAMA ŻYWNOŚCI – POSTAWY I ZACHOWANIA KONSUMENTÓW
FOOD ADVERTISING – CONSUMERS’ ATTITUDES AND BEHAVIOR

Summary/Abstract: An important factor affecting attitudes and behavior of consumers in the market is considered to be advertising. Its aim is to develop a positive attitude of a consumer towards the product. The paper focuses on the issue of eating behaviors and food advertising as a factor conditioning them. The results demonstrate that attitudes towards food advertising were neutral and negative. The impact of advertising on consumer purchasing decisions was limited. The most desirable features of advertising in respondents' opinion were: originality, simplicity and clarity of presentation and information about the nutritional value of the product.

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