Moderating Role of Perceived Consumer Effectiveness and Consumer Involvement on the Effect of Message-Framing on Intention to Purchase Organic Food Products

This study examines the effects of different label message formats (positively- vs. negatively-framed message) on intention to purchase organic food and the influence of two individual difference moderators (involvement and perceived consumer effectiveness) on the performance. Using a Web-based experimental method, hierarchical moderated regression analyses confirmed the hypotheses.



Citation:

Courtney Briggs, Sejin Ha, and Richard Feinberg (2012) ,"Moderating Role of Perceived Consumer Effectiveness and Consumer Involvement on the Effect of Message-Framing on Intention to Purchase Organic Food Products", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1126-1126.

Authors

Courtney Briggs, Purdue University, USA
Sejin Ha, Purdue University, USA
Richard Feinberg, Purdue University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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