How Common Or Scientific Name Works? the Influence of Food Type and Message Framing on the Choice of Ingredient Name
This research investigates the impacts of two strategies for presenting an ingredient on product evaluations: a common or a scientific name. Three studies, including lab and field experiments, demonstrate the effect of ingredient name on the boundary conditions of food type and message framing, providing important insights to marketers.
Citation:
Dickson Tok, Xi Chen, Chun-Tuan Chang, and Xing-Yu (Marcos) Chu (2021) ,"How Common Or Scientific Name Works? the Influence of Food Type and Message Framing on the Choice of Ingredient Name", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 912-912.
Authors
Dickson Tok, Nanjing University
Xi Chen, Nanjing University
Chun-Tuan Chang, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
Consuming Products with Experiences: Why and When Consumers Want Mementos
Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA
Featured
An Idea Opposed to Another Idea is Always the Same Idea: Reconsidering the Materialistic Aspects of Voluntary Simplicity
Mathieu Alemany Oliver, Toulouse Business School
Justyna Kramarczyk, Adam Mickiewicz University in Poznan
Featured
Brand Relationships in a "Post-Fact” World
Luciana Velloso, York University, Canada
Eileen Fischer, York University, Canada