ABSTRACT 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.

中文翻译：

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营销加工的有机食品：促销信息框架（副对美德广告）对健康认知的影响

摘要该研究表明，与传统的有机食品相比，经过加工的有机食品的健康意识可以通过促销信息的构架上的一些细微变化而改变。美国有机购物者样本（N = 375）通过强调产品的优点或缺点来展示促销有机加工食品（和传统加工食品）的广告。观察到加工食品类型（有机，非有机）与促销信息类型（副食品，美德）之间的相互作用。仅当广告强调产品中与色情有关的方面时，才认为加工有机食品比非有机食品更健康。接触以美德为框架的广告后，有机和非有机产品被视为同样健康。使用不同的恶习和美德产品从概念上复制了结果，而不是将同一产品构筑为善恶。本文通过介绍该设计的理论，实践和方法论意义进行了总结，并报告了研究结果。