Abstract
The increasing adoption of framing strategy among food marketers and advertisers generates inquiries about the effectiveness of the strategy. Product messages with different framing strategy are expected to stimulate different consumer responses. This research investigates the difference of consumer attitude and purchase intention towards the framed product when consumers are exposed to food labels with different types of food product (hedonic vs utilitarian) using different framing strategy (positive vs negative). A lab experimental design was prepared involving 160 participants. Chocolate was examined to represent hedonic product while packaged milk was used as utilitarian product. Data were analyzed using ANOVA and multiple linear regression. Findings suggested that the effectiveness of framing strategy was moderated by product type. Positive framing was found to be more effective for hedonic food products, while for utilitarian food product, it was more favorable to adopt negative framing.
Highlights
Persuasive message on marketing communication activity plays an important role in encouraging consumers to develop particular attitudinal or behavioral responses
This research investigates the difference of consumer attitude and purchase intention towards the framed product when consumers are exposed to food labels with different types of food product using different framing strategy
Positive framing was found to be more effective for hedonic food products, while for utilitarian food product, it was more favorable to adopt negative framing
Summary
Persuasive message on marketing communication activity plays an important role in encouraging consumers to develop particular attitudinal or behavioral responses. Based on the phenomena and literature review explained above, this research aims at comparing the effectiveness of positive and negative information framing strategy on product packaging, both for utilitarian and hedonic products, on perceived quality and attitude towards the product. Hedonic food product with positivelyframed label generates better perceived quality than the one with negatively-framed label Food product labelled with negative framing is generally responded more positively than the one with positive framing when the food product is categorized as utilitarian foods These findings are consistent with what prior studies have suggested (Raghunatan et al 2006; Garg et al 2007) that hedonic food product tends to be responded more positively if the information about it emphasizes on the potential benefit offered to its consumers.
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