ABSTRACT

The purpose of this study was to determine to what extent providing more information about the nature and benefits of an organic food item in an advertisement would move a U.S. consumer closer to the point of purchase. Four other dependent variables were tested using varying amounts of information (low, medium, high). Results indicated that category of food (processed vs. non-processed) was an influencing factor. Concerning processed foods, it was found that any amount of information accompanying the USDA label moved the consumer closer to the point of purchase, as well as increased level of interest, understanding, desire to share the ad, and perceived usefulness of the ad. It was deduced that for non-processed foods level of interest, understanding, and perceived usefulness of the ad went up when any amount of information was included, while purchase intent and willingness to share the ad yielded no significance at any level of information.

摘要

这项研究的目的是确定在多大程度上在广告中提供有关有机食品的性质和益处的信息将使美国消费者更接近购买点。使用变化量的信息（低，中，高）测试了其他四个因变量。结果表明，食品类别（加工与非加工）是一个影响因素。关于加工食品，人们发现，USDA标签附带的任何数量的信息都使消费者更接近购买点，并且使人们对广告的兴趣，理解，共享愿望以及广告的实用性提高了。可以推断出，对于非加工食品，当包含任何数量的信息时，广告的兴趣，理解和感知的实用性就会提高，