Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Communication strategies: encouraging healthy diets for on-the-go consumption

Communication strategies: encouraging healthy diets for on-the-go consumption Unhealthy (vice) on-the-go (OTG) dietary practices result in potentially serious health consequences. However, research on encouraging healthy eating intentions for OTG consumption is scarce. This study aims to fill this gap by investigating the role of message framing and source expertise in encouraging the healthy eating intention for OTG consumption.Design/methodology/approachTwo scenario-based experiments were conducted. Study 1 collected data from 136 Australian OTG consumers to examine the effectiveness of message framing (gain vs loss) in encouraging healthy OTG consumption. Study 2 collected data from 178 Australian OTG consumers to examine the interaction effects of message framing and source credibility on encouraging healthy OTG consumption.FindingsGain-framed messages were more effective than loss-framed messages in encouraging healthy eating for OTG consumption. This difference would be significant only if the gain-framed messages were from a high expert source rather than from a low expert source.Research limitations/implicationsThe study is a cross-sectional survey of Australian OTG consumers. Replicating this study in other countries may generalise the study’s findings.Practical implicationsPractically, this study provides insights to marketers and other relevant stakeholders to design effective advertising messages to encourage healthy eating for OTG consumption.Originality/valueThis is the pioneering study investigating the impact of message framing and source credibility in encouraging healthy eating for OTG consumption. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Communication strategies: encouraging healthy diets for on-the-go consumption

Download PDF
17 pages

Loading next page...
 
/lp/emerald-publishing/communication-strategies-encouraging-healthy-diets-for-on-the-go-zlhKbZGe3g

References (96)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0736-3761
eISSN
0736-3761
DOI
10.1108/jcm-06-2021-4693
Publisher site
See Article on Publisher Site

Abstract

Unhealthy (vice) on-the-go (OTG) dietary practices result in potentially serious health consequences. However, research on encouraging healthy eating intentions for OTG consumption is scarce. This study aims to fill this gap by investigating the role of message framing and source expertise in encouraging the healthy eating intention for OTG consumption.Design/methodology/approachTwo scenario-based experiments were conducted. Study 1 collected data from 136 Australian OTG consumers to examine the effectiveness of message framing (gain vs loss) in encouraging healthy OTG consumption. Study 2 collected data from 178 Australian OTG consumers to examine the interaction effects of message framing and source credibility on encouraging healthy OTG consumption.FindingsGain-framed messages were more effective than loss-framed messages in encouraging healthy eating for OTG consumption. This difference would be significant only if the gain-framed messages were from a high expert source rather than from a low expert source.Research limitations/implicationsThe study is a cross-sectional survey of Australian OTG consumers. Replicating this study in other countries may generalise the study’s findings.Practical implicationsPractically, this study provides insights to marketers and other relevant stakeholders to design effective advertising messages to encourage healthy eating for OTG consumption.Originality/valueThis is the pioneering study investigating the impact of message framing and source credibility in encouraging healthy eating for OTG consumption.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Jan 16, 2023

Keywords: Self-efficacy; Message framing; Source credibility; Healthy eating intention; On-the-go consumption

There are no references for this article.