Affiliation:
1. Department of Economics, Management and Business Law University of Bari “Aldo Moro” Bari Italy
2. Department of Management and Economics University of Salento Lecce Italy
Abstract
AbstractOne way for local economies to foster sustainable development is to encourage the consumption of local food products. Thus, there is value in understanding which marketing strategies would be useful in this regard, especially in service settings such as restaurants. Through four experimental studies, the present research shows that centering a communication message on healthy (vs. tasty) properties can increase consumers' intention to promote local food products (e.g., traditional dishes prepared with local ingredients) by spreading positive word‐of‐mouth about them (Studies 1A and 1B). Yet, consumers' construal level (low [concrete mindset] vs. high [abstract mindset]) moderates this effect in such a way that the message focused on tastiness (vs. health) is more effective in enhancing word‐of‐mouth intention (Studies 2 and 3) for consumers with a concrete (vs. abstract) mindset. These findings add to scholars' understanding on how message framing and consumers' cognitive styles interact to influence consumers' intentions. Food marketers are therefore encouraged to carefully consider the focus of their communications and their interplay with the way in which individuals interpret actions or events (i.e., their construal) to develop more effective strategies for promoting local food products.
Subject
Marketing,Applied Psychology
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献