Abstract: The present study examines how communicated messages could be effective in affecting consumers’ attitudes and behavioural intentions regarding genetically modified (GM) foods. Based on Regulatory Focus Theory, it was hypothesized that exposure to a communication message matching a consumer’s regulatory orientation (i.e. regulatory fit) leads to more positive attitudes and greater willingness to buy GM foods than exposure to a communication message that does not match with consumer’s regulatory orientation. Moreover, it was expected that social identification with the consumer of GM foods mediates the relationship between both regulatory fit and attitudes and regulatory fit and behavioural intentions. The results support our hypotheses by showing that communicated messages that are congruent (vs incongruent) with consumers’ regulatory orientations enhanced social identification with the consumer of GM foods, which, in turn, positively affected attitudes and behavioural intentions. Management implications for designing informative messages regarding GM foods are discussed.
Keywords: genetically modified foods, regulatory fit, social identification, communication messages, attitudes, behavioural intentions
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health