Effectiveness of Informational versus Emotional Appeals on Organic Food Advertising
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This study investigated the effectiveness of informational and emotional appeals on organic foodadvertising. Given that organic food has become popular due to strong health concerns among consumers,attitude toward advertising and intention to purchase the advertise product were examined between organicfood and nonorganic food advertising through a 2 (appeal: informational / emotional) x 2 (food type: organic/ nonorganic) within-subjects experiment. Results demonstrated that emotional appeal was more effective forboth organic and nonorganic food advertising, while the level of purchase intention was higher in nonorganicfood. The findings contribute to advancing the understanding of advertising appeals, specifically regardingorganic food advertising, and to building more tailored advertising strategies for organic food.
Abstract
This study investigated the effectiveness of informational and emotional appeals on organic foodadvertising. Given that organic food has become popular due to strong health concerns among consumers,attitude toward advertising and intention to purchase the advertise product were examined between organicfood and nonorganic food advertising through a 2 (appeal: informational / emotional) x 2 (food type: organic/ nonorganic) within-subjects experiment. Results demonstrated that emotional appeal was more effective forboth organic and nonorganic food advertising, while the level of purchase intention was higher in nonorganicfood. The findings contribute to advancing the understanding of advertising appeals, specifically regardingorganic food advertising, and to building more tailored advertising strategies for organic food.
참고문헌 (30)
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