Impact of Tangential Attitudinal and Behavioral Filters

• H9: Consumers with pre-existing positive (negative) beliefs and behaviors regarding the dietary supplement industry believe that a particular supplement is more (less) effective than those with pre-existing negative (positive) beliefs and behaviors


• Industry trust and dietary supplement innovativeness are positively related to both structure function and disease beliefs.


• Supplement use is significantly related to disease beliefs: believe that the supplement is effective in curing, preventing and reducing symptoms AND believe that the FDA has evaluated claims


• Support for H9