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Message framing effects on food consumption: A social marketing perspective
Australian Journal of Management ( IF 3.229 ) Pub Date : 2021-02-21 , DOI: 10.1177/0312896221989398
Nitika Garg , Rahul Govind 1 , Anish Nagpal 2
Affiliation  

Across two studies, this research examines the effects of positive versus negative framing of health messages on food consumption, in the relatively short and long run. Specifically, it studies the effects of multiple exposures to health messages over time (Study 1), using daily food consumption diary data. It replicates and extends those findings in a cross-sectional, single exposure setting to tease out the individual effects of positive and negative framing with consumption intentions as the dependent variable (Study 2). With this combination of an externally and internally valid setup, our research provides robust evidence of the associations of message effectiveness and behavioral outcomes. Our findings suggest that negative messages are more effective than positive messages in the short term but importantly, in the long term as well, suggesting that transforming consumption in the long term can be a viable social marketing objective with the appropriate message tactics.

JEL Classification: M31, M37



中文翻译:

信息框架对食品消费的影响:社会营销视角

在两项研究中,这项研究从相对短期和长期的角度研究了健康信息的正反框架对食物消费的影响。具体而言,它使用日常食物消费日记数据研究了多次暴露于健康信息随时间变化的影响(研究1)。它以横断面,单次暴露的方式复制和扩展了这些发现,以弄清正向和负向构架的个体效应,并将消费意向作为因变量(研究2)。通过外部和内部有效设置的组合,我们的研究为消息有效性和行为结果之间的关联提供了有力的证据。我们的发现表明,负面信息在短期内比正面信息更有效,但重要的是,从长期来看,

JEL分类:M31,M37

更新日期:2021-02-22
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