Advertising Claims Research Articles

Young adults' attention to reduced exposure claims in IQOS advertising and associations with product perceptions and use intentions.

Non-combusted tobacco products, particularly those authorized as modified risk tobacco products (MRTPs), may appeal to young adults. This cross-sectional study explored young adults' attention to reduced exposure claims in IQOS advertising and its associations with product perceptions and use intentions. Fifty-one young adults aged 21-29 (mean age = 24.5 years old, 54.9% who smoked cigarettes, 47.1% male, 66.7% White) viewed an IQOS advertisement containing two reduced exposure claims (one large, one detailed) for 20 seconds during eye-tracking, then completed post-exposure questionnaires (risk beliefs, harm perceptions, attitudes, use intentions). We compared attention and questionnaire measures by smoking status and examined associations between attention to reduced exposure claims and questionnaire measures. Overall, the large (vs. detailed) reduced exposure claim attracted young adults' attention more quickly, but the detailed claim held attention longer than all other advertisement features (p's < .001). There were no differences by smoking status in how quickly either claim attracted or held initial attention, but young adults who smoked (vs. did not smoke) spent more cumulative time looking at the large claim and less time looking at the detailed claim (p's < .05). Among those who smoked, greater dwell time on the detailed reduced exposure claim was associated with more beliefs about reduced harm, lower perceived risk of addiction, and greater intentions to try IQOS (p's <.05). Detailed information on reduced exposure in IQOS advertising may convey reduced risk and potentially promote uptake of IQOS among young adults who smoke and attend to this content. Findings from this exploratory, single-exposure study demonstrate differences in young adults' attention to reduced exposure claims in an IQOS advertisement based on their smoking status. Among those who smoke, greater attention to detailed reduced exposure information was associated with reduced perceptions of harm compared to cigarettes, and greater intentions to try IQOS. Findings suggest that among young adults who smoke cigarettes and visually engage with this content, detailed text containing IQOS' authorized reduced exposure claims is interpreted as reduced risk information and may promote uptake of this product.

The effect of executive green human capital on greenwashing

Faced with the great pressure from various environmental policies, firms are increasingly interested to use green advertising claims to tag themselves as environmental-friendly. Greenwashing appears as an attractive strategy that could cover up firms’ irresponsible environmental behavior. Against this background, our study focuses on the relationship between green human capital of executive and corporate greenwashing, trying to discover the internal driving force that curbs firms’ irresponsible environmental behavior. Based on the pro-environmental behavior theory, we empirically examine the effect of EGHC on corporate greenwashing and further discover underlying mechanisms. Our finding suggests EGHC could significantly alleviate firms’ greenwashing, stimulating the inherently pro-environmental behavior within enterprises. This is resulted from the strengthening of executive’ environmental awareness and responsibility. Heterogeneous tests show the negative effect of EGHC on greenwashing is more prominent in non-state-owned, small-and-middle, growing and non-polluting firms and firms whose executives are experienced in environmental protection.

Stevia rebaudiana Bertoni, an American plant used as sweetener: Study of its effects on body mass control and glycemia reduction in Wistar male and female rats.

Stevia rebaudiana Bertoni water extracts have been used as a natural sweetener and customary medicine by the indigenous inhabitants of South America for several hundred years. This plant was sent to Europe in the 16th century and was described by Peter Jacob Esteve in Spain. Recently the food industry has started to employ S. rebaudiana as sweetener using its glycosides after purification. Advertisement claims that Stevia glycosides is good for controling body mass and reducing glycemia. This study's objective was to evaluate the effect of S. rebaudiana leaf extract on Wistar rats as animal model to prove its effectiveness on body mass control, glycemia reduction, and other biochemical parameters. Three groups were randomly formed with 24 males and 24 females: A blank group without any sweetener, a control group drinking water with 10% glucose, and the test group ingesting a 0.94% water extract of S. rebaudiana. Body mass measurements as well as food and drink consumption were daily performed. The experiment lasted 120 days after the specimens were weaned and got used to eating solid food. Euthanasia was done and blood serum was collected to evaluate the following biochemical parameters: Glucose, triglycerides, cholesterol, insulin, glucagon, leptin, ghrelin, and glucose-dependent insulinotropic peptide, GIP. Results indicated that only female rats had statistical differences in body mass gain. No relevant effects either positive or negative were found in the biochemical parameters measured. The crude extracts of S. rebaudiana did not show any relevant changes in biochemical and hormonal profiles, changes nor body mass with respect to the blank and control groups of young and healthy rats in the age range of infancy to youth. According to the results obtained, the therapeutic properties that have been associated to S. rebaudiana consumption especially for body mass control and glycemia reduction, did not occur in young and healthy male and female rats in equivalent age to infants, young children, and youths.

The online promotion strategies of e-cigarette and heated tobacco product retailers in South Korea following the COVID-19 pandemic: Implications for regulation.

The surge in popularity of e-cigarettes and heated tobacco products (HTPs) in South Korea, driven by perceived health benefits and COVID-19-related concerns, has led to increased advertising claims about their safety despite ongoing debates about their health effects. This study explores the marketing strategies of online e-cigarette and HTP retailers in South Korea pre- and post-COVID-19, examining potential misleading claims and providing a foundation for future regulatory measures. We conducted a comprehensive study of eight major e-commerce platforms and three dominant search engines in South Korea to analyze the marketing and advertising strategies of e-cigarettes and heated tobacco products (HTPs) (n=774). Using specific keywords, promotional strategies were identified and categorized, after which statistical analysis was conducted to understand the frequency and proportion of these strategies, highlighting differences between HTP and e-cigarette sellers. Our analysis reveals a significant rise in the number of online retailers selling e-cigarettes and HTPs following the COVID-19 pandemic, with the promotional strategies 'Stay home and vape' and 'Trendy' being the most prevalent. Trends also indicate a shift in promotional strategies over the years, with a marked increase in health reassurance themes and appeals to trendiness, particularly targeting female consumers, which were used significantly more at HTPs stores. The study highlights the need for stricter regulation due to the potential health risks posed by the aggressive marketing strategies of e-cigarette and HTP online retailers in South Korea, amplified by the COVID-19 pandemic.

Manipulating Consumers with the Truth: Relative-Difference Claims in Advertising and Inferences of Manipulative Intent

Advertisements often feature numeric claims comparing risks associated with one alternative (e.g., control) to another (treatment). Differences may be expressed in either absolute (Starting Rate − Modified Rate) or relative ([Starting Rate − Modified Rate] / Starting Rate) terms. For example, assume a new heart disease treatment reduces the five-year mortality rate from 7.5% (starting risk) to 4% (modified risk). The absolute difference in this case is 3.5%, whereas the relative difference is 46.6%. Because relative differences appear larger, they positively influence evaluations and are therefore more often used in advertising. Unfortunately, baseline information (starting and modified rates) is often omitted or featured inconspicuously in an advertisement. In three experiments, we find that consumers ignore baseline information and instead rely on the magnitude of the difference in forming judgments (Study 1) unless they are motivated to elaborate on the relative-difference claim (Study 2). When motivated, inferences of manipulative intent (IMIs) are activated, which reduce evaluations. In Study 3, when motivated consumers’ ability to interpret a relative difference is enhanced, IMIs are affected by the magnitude of the absolute difference. Our findings suggest that motivated consumers or those with the ability to understand relative-difference claims find their use to be manipulative.

Understanding how ethical claims in advertising affect subjective ambivalence toward buying ethical products

PurposeThe purpose of this paper is to examine the effect of subjective ambivalence on ethical consumption behaviors and the role of ethical claims in reducing feelings of ambivalence toward buying ethical products.Design/methodology/approachThe authors conducted two studies. In study 1, the authors carried out an online survey with a sample of 230 French consumers. The authors applied structural equation modeling with Amos to test the relationships among skepticism, ambivalence and ethical consumption behaviors. Study 2 is an experimental design in which the authors manipulated ethical claims (low – few ethical arguments vs. high – many ethical arguments) in advertising (176 French panelists). The authors tested the relationships among consumer ethical sensitivity, perceived brand ethicality, skepticism, ambivalence and intention to purchase an ethical product, depending on ethical claims in advertising.FindingsStudy 1 shows that skepticism toward advertising of ethical products amplifies feelings of ambivalence and that ambivalence reduces consumers’ willingness to adopt ethical consumption behaviors. Study 2 shows that strong claims in advertising of ethical products reduce skepticism toward advertising of ethical products and feelings of ambivalence toward buying an ethical product through perceived brand ethicality, with consumers’ ethical sensitivity positively moderating these relationships.Research limitations/implicationsThe two studies explore only one form of ambivalence (i.e. subjective), and the experimental study focuses on a single category of products.Practical implicationsThe findings highlight the difficulties in promoting ethical products. Consumers need to know if a product is “really” ethical, as they may feel ambivalent toward that product. This paper shows that strong ethical claims in advertising ethical products significantly help to overcome this barrier.Originality/valueBased on attribution theory and persuasion models, this research reveals how ethical claims in advertising affect feelings of ambivalence, which negatively influence consumers’ willingness to adopt ethical consumption. In addition, it follows a holistic approach to ethical consumption behaviors to explore consumers’ ambivalence.

Is It Greenwashing? Environmental Compensation Claims in Advertising, Perceived Greenwashing, Political Consumerism, and Brand Outcomes

Companies increasingly employ environmental compensation claims in their advertisements. This practice, however, has been criticized as being a form of greenwashing. In two studies, we examined associations between the exposure to abstract and concrete compensation claims, consumers’ perceived greenwashing, environmental boycotting and buycotting intentions, and brand evaluation as well as purchase intentions. Further, we investigated the moderating role of consumers’ environmental knowledge. In Study 1, findings from a two-wave panel survey (N W2 = 511) indicated that exposure to abstract compensation claims was positively related to perceived greenwashing, whereas exposure to concrete compensation claims was not. Environmental knowledge did not influence perceptions of greenwashing in either claim. Using experimental data, Study 2 (N = 423) showed that concrete compensation claims can also lead to perceived greenwashing but to a lesser extent than abstract ones. Furthermore, environmental knowledge helped consumers detect greenwashing in both claims. In both studies, perceived greenwashing positively predicted consumers’ intention to join environmental boycotts but not buycotts. In addition, Study 2 showed that perceived greenwashing was negatively associated with purchase intentions. Theoretical and practical implications are discussed.

Egoistic and altruistic claims in organic cotton apparel advertising

ABSTRACT The purpose of this study was to examine the influence of egoistic and altruistic values on purchase behaviors of organic cotton apparel. Our findings indicated that egoistic, social-altruistic, and biospheric values have a positive and significant effect on purchase intentions. In addition, when examining the effectiveness of egoistic and altruistic claims in organic cotton apparel advertising, we found a significant effect of advertising claim type on brand attitudes, product attitudes, and purchase intentions. Organic cotton apparel ads were the most effective in persuading consumers when they contain egoistic claims such as information about low price and personal health benefits. The findings suggested that altruistic claims alone may not be effective in promoting purchase behaviors and thus should be combined with egoistic claims. While it is widely accepted that altruistic considerations foster green apparel purchase behaviors, egoistic aspects of the purchase are often ignored. However, our findings showed that egoistic motives may play an important role in the purchase process of organic cotton apparel. Therefore, it would be important for marketers of organic cotton apparel to link such products to consumers’ egoistic considerations.

The Influence of Brand Image and Advertising Claims on Purchase Decision

The buying decision-making process will be influenced by brands and advertising. The term “brand image” relates to how people view a specific brand, whereas “advertising factors” refers to marketing methods used to sell items. The goal of this study is to determine whether Marina Hand and Body Lotion purchase decisions are influenced by brand perception, whether those decisions are also influenced by advertising claims, and whether those decisions are influenced by both brand perception and advertising jointly, particularly for Gen Z consumers who live in the city of Bogor. 130 respondents were chosen using a purposive selection technique, and the Hair et al. formula was applied. Respondents’ responses provided the information needed. The Statistical Package for the Social Sciences (SPSS), which employs the Multiple Linear Regression Analysis approach, was used to process the 130 respondents’ survey responses. The study discovered that: (1) Brand image significantly and favorably influenced customers’ decisions to buy Marina hand and body lotion; (2) Advertising claims significantly and favorably influenced customers’ decisions to buy Marina hand and body lotion; and (3) Overall, Marina’s brand image and advertising claims significantly and favorably influenced customers’ decisions to buy Marina hand and body lotion.&#x0D; ABSTRAK&#x0D; Merek dan iklan akan mempengaruhi proses keputusan pembelian. Faktor iklan adalah alat pemasaran untuk mempromosikan produk, sedangkan citra merek merujuk pada bagaimana konsumen melihat merek tertentu. Tujuan dari penelitian ini adalah untuk mengetahui apakah keputusan untuk membeli Hand and Body Lotion Marina dipengaruhi oleh citra merek, apakah keputusan tersebut juga dipengaruhi oleh iklan dan apakah keputusan tersebut dipengaruhi oleh citra merek dan iklan secara bersama, khususnya untuk pelanggan Gen Z yang tinggal di Kota Bogor. Metode pengambilan sampel purposive digunakan untuk memilih 130 responden, dan rumus Hair et al. digunakan. Data yang digunakan berasal dari jawaban responden. Jumlah data yang dikumpulkan dari kuesioner berjumlah 130 orang dan diproses menggunakan Statistical Package for the Social Sciences (SPSS), yang menggunakan metode Analisis Regresi Linier Berganda. Studi menemukan bahwa: (1) Keputusan pelanggan untuk membeli hand and body lotion Marina dipengaruhi secara signifikan dan positif oleh citra merek.; (2) Keputusan pelanggan untuk membeli hand and body lotion Marina dipengaruhi secara positif dan signifikan oleh iklan.; dan (3) Secara keseluruhan, citra merek dan iklan Marina berdampak positif dan signifikan pada keputusan pelanggan untuk membeli hand and body lotion Marina.&#x0D; Kata kunci: Citra Merek, Iklan, Keputusan Pembelian, Perilaku Konsumen, e-Commerce

Clinically studied or clinically proven? Memory for claims in print advertisements

AbstractAdvertisers often use specifically chosen wording to convey the effectiveness of their product and we investigated memory accuracy for the scientific claims put forth by product advertisements. Participants were shown a cognitive enhancement product advertisement and were tested on their memory for various details. Critically, we were interested in participants' memory for a phrase describing the product as either “clinically proven” (indicating the product is effective) or “clinically studied” (which is ambiguous). Generally, both younger and older adults demonstrated poor memory for this detail and were more likely to remember the product as having been “proven” to be effective than to have been “studied”. Thus, we demonstrate the fallibility of memory and the potential for reliance on schematic knowledge in the absence of a veridical record of one's memory for the advertisement. We suggest that ambiguous efficacy claims be carefully considered by consumers so as not to be misled.

Исследование эффекта применения трехчастных конструкций «правила трех» в рекламе

&lt;p style="text-align: justify;"&gt;&lt;strong&gt;Objective. &lt;/strong&gt;To get closer to understanding the possibility of using the effect of three-part constructions in advertising in relation to the Russian segment of consumers. To consider the effect of the effect of three-part constructions in advertising relative to the level of education and consumer skepticism.&lt;br&gt;&lt;strong&gt;Background. &lt;/strong&gt;The credibility of an advertising message consists of many factors. One of them is the number of positive reviews about the advertised product. As for the theory of American psychologists S.B. Shu and K.A. Carlson, three-part constructions or the "rule of three" suggest that a construction of three positive statements about a product is the most favorable combination for consumers, while a large number of statements causes skepticism and distrust of advertising. This study was conducted in the Russian segment of consumers with higher and incomplete higher education. The study of the effectiveness of advertising in relation to its reliability in relation to consumers is certainly an urgent topic in relation to marketing.&lt;br&gt;&lt;strong&gt;Study design. &lt;/strong&gt;The study examined the relationship between higher education, impression skepticism, and the number of positive product claims in advertising. The presence and nature of the relationship were checked through the construction of a linear regression model.&lt;br&gt;&lt;strong&gt;Participants. &lt;/strong&gt;Russian sample (pilot study): 24 people, of which 14 are women and 10 are men. Participant&amp;rsquo;s ages ranged from 20 to 76 years (&lt;em&gt;M&lt;/em&gt; = 27,0; &lt;em&gt;SD&lt;/em&gt; = 13,9). Study: 110 people, of which 72 are women and 38 are men aged 18 to 76 years (&lt;em&gt;M&lt;/em&gt; = 30,0; &lt;em&gt;SD&lt;/em&gt; = 12,6). The number of respondents with higher education was 56 people, without higher education &amp;ndash; 54 people.&lt;br&gt;&lt;strong&gt;Measurements &lt;/strong&gt;Analysis of the regression model. The method of expert assessments. The Kolmogorov-Smirnov criteria were used to assess the nature of the data distribution.&lt;br&gt;&lt;strong&gt;Results. &lt;/strong&gt;The impressions from advertising with one positive statement about the product are higher among respondents with higher education; the impression of advertising with three and four statements is not interconnected with the presence of higher education; in relation to advertising with five statements, it was found that the impression is better for people without higher education. Low skepticism subjects were found to prefer ads with more product descriptions (5 or 6). In the group of respondents with higher education and a low level of skepticism, a predisposition to advertising with one and two positive statements about the product was found. Regarding the group of respondents with incomplete higher education and low level of skepticism, there was a tendency to advertise with five statements.&lt;br&gt;&lt;strong&gt;Conclusions. &lt;/strong&gt;The hypotheses that were confirmed showed that the presence of low levels of skepticism among respondents is associated with a stronger impression of advertising with one, two, five and six positive statements about the product. Regarding the three and four positive statements, the phenomenon was not observed. The study did not find any relationship between the level of education and the effect of the &amp;ldquo;effect of three&amp;rdquo; in the advertising message, which suggests the presence of this feature among the Russian segment of consumers.&lt;/p&gt;

Potentially Misleading Weight Loss Advertisements Targeting Men: Examining Influence of Celebrity Athlete Endorsement on Ad Believability and Purchase Intentions

Given the prevalence of false or exaggerated claims in advertisements for weight loss products, as well as risks associated with use of unproven dietary supplements and exercise plans, they are subject to heightened scrutiny from regulators. However, celebrity athlete endorsers are increasingly featured in advertisements promoting weight loss products targeting men. This study employed a 2x2 (athlete endorser vs. non-celebrity; plausible vs. unrealistic advertising claim) experimental design, whereby participants (n= 292) were exposed to one of four ad conditions. Results suggest the athlete endorser was perceived as more credible than a non-celebrity, being rated as more expert. Significant differences were observed in ad believability, fit perceptions, brand attitudes, and purchase intentions. Findings suggest, the presence of a celebrity athlete endorser made weight loss advertisements more believable to consumers, even when ads contained obviously false claims. Given the health risks associated with certain weight loss behaviors and supplements, the impact of celebrity endorsers on consumer choices is important. Implications for potential consumers, regulators, and celebrity athlete endorsers are discussed.

Implied Claims in Drug Advertising: A Review of Recent Literature and Regulatory Actions

ABSTRACT Federal agencies and self-regulatory bodies help to ensure prescription and nonprescription drug promotion contains accurate information; however, false or misleading claims may cause people to have inaccurate perceptions of a drug and inhibit their ability to make informed decisions. We conducted a systematic review assessing evidence from 2012–2021 on how consumers and healthcare providers (HCPs) interpret claims made indirectly or through inference (implied or implicit claims) as well as synthesizing prescription and nonprescription drug advertising claims that have been the subject of regulatory actions from 2017–2021. Our search identified 16 studies from the peer-reviewed literature and 26 letters or case reports issued by the Food and Drug Administration (FDA) or National Advertising Division (NAD). Results from peer-reviewed studies suggest that implied claims can result in inferences that may not be warranted by the material facts about the drug. Perceptions of a drug’s efficacy and, to a lesser extent, risk, are influenced by implied and explicitly false claims in prescription drug promotion. Claims related to implied superiority and overstatement of efficacy were the most prevalent claims flagged for review and examined in the literature. These types of claims were also the subject of many of the compliance actions by the FDA and case reports from the NAD. More research is needed to understand how people interpret varying types of implied claims and the impact of such claims on key outcomes. From a policy standpoint, understanding how people interpret implied claims can inform how the FDA approaches these claims in the marketplace.

An Empirical Study on The Influence of Green Advertising Claims on Purchase Intention–Based on The Moderating Effect of Green Involvement Degree

An Empirical Study on The Influence of Green Advertising Claims on Purchase Intention–Based on The Moderating Effect of Green Involvement Degree

An Experimental Study of the Effectiveness of Negative Campaign Messaging: Will Outcome Framing Work for Partisans in Polarised Politics?

The current study focuses on the use of outcome framing as a strategic negative message tactic and its impact on partisans. Specifically, this study theorises that the impact of partisan cues such as party affiliation is moderated by differently framed claims in negative political advertising. Participants viewed a negative ad, varying in outcome framing (negative ramifications of electing the targeted candidate versus positive consequences of defeating the target) and partisan matching (in-party versus out-party). Participants were recruited via Amazon’s Mechanical Turk. Experiment 1 ( N = 96), where a Republican candidate was the target of a negative ad, revealed that the persuasiveness of a loss-framed negative ad significantly increased in the out-party versus in-party condition. Experiment 2 ( N = 123), where a Democratic candidate was the target of a negative ad, found that a loss framed-negative ad was significantly more influential than a gain-framed negative ad in both in-party and out-party conditions. Implications exist for design and practice of negative campaign messaging.

Promoting healthy eating: The intervening role of health and nutrition-related claims in food advertisements

Objective: Factors contributing to the obesity epidemic have powerful effects on people who are frequently exposed to the extensive advertisement of unhealthy foods. This study aimed to examine how consumers’ attitudes towards health and nutrition-related (HNR) claims in food advertisements affected their healthy food choice (HFC) and how online searching for nutrition information (OSNI) about food products mediated the impact of obesity knowledge on HFC. Method: An online survey was conducted using Amazon Mechanical Turk. A total of 897 participants were recruited, with 484 women and 380 men. A moderated mediation analysis using PROCESS was conducted. Results: OSNI was found to mediate the impact of obesity knowledge on HFC. The extent to which consumers’ obesity knowledge influenced their HFC depended on consumers’ attitudes towards HNR claims in food advertisements. The direct effect of consumers’ obesity knowledge on their HFC was moderated by their attitudes towards HNR claims in food advertisements. Conclusion: Both theoretical and practical insights into the dynamic effects on HFC were identified in response to the use of HNR claims in food advertisements as a persuasive strategy for promoting healthy eating. Healthcare professionals and health educators working to address obesity issues should craft more useful online health and nutrition information for consumers who are considering eating healthier foods. In addition, more helpful HNR claims in food advertisements should be developed so as to promote healthy food products, especially for consumers with limited obesity knowledge.

Comparing the effects of greenwashing claims in environmental airline advertising: perceived greenwashing, brand evaluation, and flight shame

Drawing on information process theories, this study investigated whether consumers have the ability to perceive greenwashing in vague and false greenwashing claims, as well as in abstract and concrete compensation greenwashing claims. Moreover, we examined the moderating role of topical environmental knowledge. We also looked at the effects of perceived greenwashing on brand evaluation and flight shame. Findings of an experimental study with a quota-based sample (N = 658) indicate that only concrete compensation claims do not significantly enhance greenwashing perceptions. However, when consumers have a high topical environmental knowledge, they are able to discover greenwashing in concrete compensation claims as well. Once greenwashing perceptions are triggered, they harm brand evaluations and foster flight shame. Implications for research on greenwashing and conclusions for practitioners are discussed.

Can warning labels mitigate effects of advertising message claims in celebrity-endorsed Instagram-based electronic cigarette advertisements? Influence on social media users’ E-cigarette attitudes and behavioral intentions

ABSTRACT Electronic cigarette brands are increasingly using social media to advertise their products. This study examined effects of advertising message claim type (reduced risk [‘Healthier than regular cigarettes’], cessation [‘Quit smoking using e-cigarettes’] versus no message claim) and health warning labels (presence versus absence) in celebrity-endorsed Instagram e-cigarette brand advertisements. A 3 × 2 between-subjects experiment was conducted through an online questionnaire, with participants (N = 275) randomly assigned to 1 of 6 experimental conditions. Presence of a health warning label exerted significant main effects on attitude towards the ad, intention to use e-cigarettes, and brand attitude, and interacted with message claim type to affect these dependent measures. Health consciousness, perceived information value, and celebrity identification also significantly moderated between presence of a health warning label and attitude towards the ad, intention to use e-cigarettes, and brand attitude. Presence of health warning labels in social media-based e-cigarette ads may therefore mitigate potential effects of positive advertising claims in these ads. Implications for regulatory agencies and future research are discussed.

Truth, Lies and Advertising: Understanding Market and Individual Causes of False Advertising Claims

Truth, Lies and Advertising: Understanding Market and Individual Causes of False Advertising Claims

How Restaurant Protective Ad Messaging Can Increase Patronage Intentions during the COVID-19 Pandemic: Conditional Serial Mediation and COVID-19 Consumer Concern

In the United States, more than 110,000 restaurants permanently closed due to the impacts of the COVID-19 pandemic. Yet many restaurants remained open, albeit under very different operating conditions. In light of evolving mandates and consumers’ COVID-19 risk perceptions, restaurants faced the challenging task of determining how to communicate COVID-19 protective practices. Recommended COVID-19 protective messages varied and were dependent on whether restaurants offered indoor dining, takeout, or delivery options. Drawing from U.S. government recommendations and persuasion theory, two studies examine the direct and mediation effects of protective messaging advertised by restaurants on patronage intentions and consider consumer levels of concern about the virus as a moderator. Serial moderated mediation results indicate that communicating protective measures for takeout and patio dining services appeared to be most effective during this pandemic. Moreover, results extend to protective messages presented as both primary advertisement claims and voluntary disclosures footnoted at the bottom of an advertisement. Results have implications for restaurants that offer multiple dining options and provide useful consumer communication protection options for the present and future pandemics.