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Marquette University e-Publications@Marquette Marketing Fa ulty Research and Publications Business Administration, College of 4-1-2009 The Nutrition Elite: Do Only the Highest Levels of Caloric Knowledge, Obesity Knowledge, and Motivation Matter in Processing Nutrition Ad Claims and Disclosures? J . Craig Andrews Marquette University, craig.andrews@ Richard G. Netemeyer University of V irg inia - Main Campus Scot Burton University of A rkansas - Main Campus Published Version. J ournal of Public Policy M arketing, Vol. 28, No. 1 (Spring 2009): 41-55. DOI. © American Marketing Asso iation 2009. Used with permission. The Nutrition Elite: Do Only the Highest Levels of Caloric Knowledge, Obesity Knowledge, and Motivation Matter in Processing Nutrition Ad Claims and Disclosures? J. Craig Andrews, Richard G. Netemeyer, and Scot Burton This study examines the role of the highest levels of caloric knowledge, obesity consequences knowledge, and motivation to search for nutrition information in the processing of relative nutrient content claims in advertisements, such as “half the calories” or “half the fat,” for products relatively high in total calorie levels. After controlling for the impact of demographics, dietary habits, body mass index, relative ad claims and disclosures, perceived weight gain risk, and other variables, the authors find curvilinear (quadratic) effects for caloric knowledge, obesity consequences knowledge, and motivation to search for nutrition information on intent to buy an advertised, high-calorie snack bar. This suggests a strengthening of the negative relationship for intent for consumers at the highest levels