Table 2.

Attributes and attribute levels used in the conjoint analyses task.

Attribute	Attribute Level
Type of product	Soft drink
	Yoghurt
	Chocolate
Brand name	••• Neutral
	♥ One heart
	♥♥♥ Three hearts
Claim	No claim
	General health claim: “For a healthy heart”
	Specific health claim: “For a healthy heart—rich in omega-3, which supports a healthy heart.”