publication . Article . 2015

How message framing affects consumer attitudes in food crises

Vincent Wayne Mitchell; Cathy Bakewell; Paul Jackson; Claire Heslin;
Open Access English
  • Published: 03 Aug 2015
  • Country: United Kingdom
Purpose - The purpose of this paper is to explore the relationship between consumer risk perceptions and behaviour when information about food risks is framed in a positive or negative way.\ud \ud Design/methodology/approach - Using food consumption scenarios in an on-line experiment consumers perceived risk and risk tolerance is examined when messages are framed in three different news-type stories.\ud \ud Findings - As anticipated, message framing emerged as a significant predictor of perceived risk and the higher an individual’s self-reported tolerance of risk, the more risk they were willing to accept.\ud \ud Research limitations/implications - The use of hy...
free text keywords: HD, Food Science, Framing (construction), Food consumption, Marketing, Communications management, Crisis management, Business, Convenience sample, Perception, media_common.quotation_subject, media_common, Risk perception, Originality
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