Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of Healthfulness
<p dir="ltr">The study shows that the perceived healthfulness of processed organic foods, compared to their conventional counterparts, can be altered by slight variations in how promotional messages are framed. A sample of US organic shoppers (N = 375) was exposed to advertisements p...
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2020
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| _version_ | 1864513552697524224 |
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| author | George Anghelcev (17916941) |
| author2 | Siobhan McGroarty (20352123) Sela Sar (17916944) Jas L. Moultrie (17916947) Yan Huang (46805) |
| author2_role | author author author author |
| author_facet | George Anghelcev (17916941) Siobhan McGroarty (20352123) Sela Sar (17916944) Jas L. Moultrie (17916947) Yan Huang (46805) |
| author_role | author |
| dc.creator.none.fl_str_mv | George Anghelcev (17916941) Siobhan McGroarty (20352123) Sela Sar (17916944) Jas L. Moultrie (17916947) Yan Huang (46805) |
| dc.date.none.fl_str_mv | 2020-07-14T03:00:00Z |
| dc.identifier.none.fl_str_mv | 10.1080/10454446.2020.1792022 |
| dc.relation.none.fl_str_mv | https://figshare.com/articles/journal_contribution/Marketing_Processed_Organic_Foods_The_Impact_of_Promotional_Message_Framing_Vice_Vs_Virtue_Advertising_on_Perceptions_of_Healthfulness/27925023 |
| dc.rights.none.fl_str_mv | CC BY 4.0 info:eu-repo/semantics/openAccess |
| dc.subject.none.fl_str_mv | Biomedical and clinical sciences Nutrition and dietetics Commerce, management, tourism and services Marketing Processed organic food vice-virtue message framing food marketing schema congruity |
| dc.title.none.fl_str_mv | Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of Healthfulness |
| dc.type.none.fl_str_mv | Text Journal contribution info:eu-repo/semantics/publishedVersion text contribution to journal |
| description | <p dir="ltr">The study shows that the perceived healthfulness of processed organic foods, compared to their conventional counterparts, can be altered by slight variations in how promotional messages are framed. A sample of US organic shoppers (N = 375) was exposed to advertisements promoting processed organic (and processed conventional) foods by highlighting either virtue or vice aspects of the products. An interaction between the type of processed food (organic, non-organic) and the type of promotional message (vice, virtue) was observed. Processed organic foods were perceived as more healthful than non-organic equivalents only when advertisements emphasized vice-related aspects of the product. Following exposure to virtue-framed advertisements, organic and non-organic products were seen as equally healthful. The result was replicated conceptually using different vice and virtue products, rather than framing the same product as virtue and vice. The paper concludes by presenting theoretical, practical, and methodological implications of the design and reported findings.</p><h2>Other Information</h2><p dir="ltr">Published in: Journal of Food Products Marketing<br>License: <a href="http://creativecommons.org/licenses/by/4.0/" target="_blank">http://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.1080/10454446.2020.1792022" target="_blank">https://dx.doi.org/10.1080/10454446.2020.1792022</a></p> |
| eu_rights_str_mv | openAccess |
| id | Manara2_dce06628ee7cb11f5d36fe862b4ae57f |
| identifier_str_mv | 10.1080/10454446.2020.1792022 |
| network_acronym_str | Manara2 |
| network_name_str | Manara2 |
| oai_identifier_str | oai:figshare.com:article/27925023 |
| publishDate | 2020 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| rights_invalid_str_mv | CC BY 4.0 |
| spelling | Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of HealthfulnessGeorge Anghelcev (17916941)Siobhan McGroarty (20352123)Sela Sar (17916944)Jas L. Moultrie (17916947)Yan Huang (46805)Biomedical and clinical sciencesNutrition and dieteticsCommerce, management, tourism and servicesMarketingProcessed organic foodvice-virtuemessage framingfood marketingschema congruity<p dir="ltr">The study shows that the perceived healthfulness of processed organic foods, compared to their conventional counterparts, can be altered by slight variations in how promotional messages are framed. A sample of US organic shoppers (N = 375) was exposed to advertisements promoting processed organic (and processed conventional) foods by highlighting either virtue or vice aspects of the products. An interaction between the type of processed food (organic, non-organic) and the type of promotional message (vice, virtue) was observed. Processed organic foods were perceived as more healthful than non-organic equivalents only when advertisements emphasized vice-related aspects of the product. Following exposure to virtue-framed advertisements, organic and non-organic products were seen as equally healthful. The result was replicated conceptually using different vice and virtue products, rather than framing the same product as virtue and vice. The paper concludes by presenting theoretical, practical, and methodological implications of the design and reported findings.</p><h2>Other Information</h2><p dir="ltr">Published in: Journal of Food Products Marketing<br>License: <a href="http://creativecommons.org/licenses/by/4.0/" target="_blank">http://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.1080/10454446.2020.1792022" target="_blank">https://dx.doi.org/10.1080/10454446.2020.1792022</a></p>2020-07-14T03:00:00ZTextJournal contributioninfo:eu-repo/semantics/publishedVersiontextcontribution to journal10.1080/10454446.2020.1792022https://figshare.com/articles/journal_contribution/Marketing_Processed_Organic_Foods_The_Impact_of_Promotional_Message_Framing_Vice_Vs_Virtue_Advertising_on_Perceptions_of_Healthfulness/27925023CC BY 4.0info:eu-repo/semantics/openAccessoai:figshare.com:article/279250232020-07-14T03:00:00Z |
| spellingShingle | Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of Healthfulness George Anghelcev (17916941) Biomedical and clinical sciences Nutrition and dietetics Commerce, management, tourism and services Marketing Processed organic food vice-virtue message framing food marketing schema congruity |
| status_str | publishedVersion |
| title | Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of Healthfulness |
| title_full | Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of Healthfulness |
| title_fullStr | Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of Healthfulness |
| title_full_unstemmed | Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of Healthfulness |
| title_short | Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of Healthfulness |
| title_sort | Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of Healthfulness |
| topic | Biomedical and clinical sciences Nutrition and dietetics Commerce, management, tourism and services Marketing Processed organic food vice-virtue message framing food marketing schema congruity |