Details
| Original language | English |
|---|---|
| Pages (from-to) | 637-653 |
| Number of pages | 17 |
| Journal | Journal of Marketing Communications |
| Volume | 29 |
| Issue number | 7 |
| Early online date | 5 Apr 2022 |
| Publication status | Published - 2023 |
Abstract
Innovative foods often offer consumers an important contribution to their quality of life. Nevertheless, consumers often encounter technology-based food innovations with a certain degree of scepticism. To counteract this scepticism, information about the innovative product is often communicated. However, two elements must be taken into account to ensure that the given information does not reinforce the scepticism: first, the right amount of information and, second, the source of information and its credibility. In order to be able to implement these elements effectively in a communication strategy, this paper uses two online experiments and analyses of variance to investigate the impact of different amounts of information and different sources of information on consumers’ product evaluations (i.e., affective attitude, cognitive attitude, and behavioural intention). Study 1 found that more information does not always lead to better product evaluations. Furthermore, the results of study 2 show that independent or scientific sources of information are perceived as more credible and tend to lead to a higher product evaluation. Moreover, higher credibility measured by attractiveness, trustworthiness and expertise leads to a significantly higher product evaluation. From these results, communication strategies can be designed that gain higher consumer acceptance for technology-based food innovations.
Keywords
- credibility dimensions, food innovations, information source, Product evaluation, product information, source credibility
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Business and International Management
- Business, Management and Accounting(all)
- Marketing
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In: Journal of Marketing Communications, Vol. 29, No. 7, 2023, p. 637-653.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - How product information and source credibility affect consumer attitudes and intentions towards innovative food products
AU - Walten, Levke
AU - Wiedmann, Klaus-Peter
N1 - Funding information: We are grateful to the Lower Saxony Ministry of Science and Culture for support through the research cluster ‘Bioeconomy 2.0: Innovation potentials of side-streams of food processing’.
PY - 2023
Y1 - 2023
N2 - Innovative foods often offer consumers an important contribution to their quality of life. Nevertheless, consumers often encounter technology-based food innovations with a certain degree of scepticism. To counteract this scepticism, information about the innovative product is often communicated. However, two elements must be taken into account to ensure that the given information does not reinforce the scepticism: first, the right amount of information and, second, the source of information and its credibility. In order to be able to implement these elements effectively in a communication strategy, this paper uses two online experiments and analyses of variance to investigate the impact of different amounts of information and different sources of information on consumers’ product evaluations (i.e., affective attitude, cognitive attitude, and behavioural intention). Study 1 found that more information does not always lead to better product evaluations. Furthermore, the results of study 2 show that independent or scientific sources of information are perceived as more credible and tend to lead to a higher product evaluation. Moreover, higher credibility measured by attractiveness, trustworthiness and expertise leads to a significantly higher product evaluation. From these results, communication strategies can be designed that gain higher consumer acceptance for technology-based food innovations.
AB - Innovative foods often offer consumers an important contribution to their quality of life. Nevertheless, consumers often encounter technology-based food innovations with a certain degree of scepticism. To counteract this scepticism, information about the innovative product is often communicated. However, two elements must be taken into account to ensure that the given information does not reinforce the scepticism: first, the right amount of information and, second, the source of information and its credibility. In order to be able to implement these elements effectively in a communication strategy, this paper uses two online experiments and analyses of variance to investigate the impact of different amounts of information and different sources of information on consumers’ product evaluations (i.e., affective attitude, cognitive attitude, and behavioural intention). Study 1 found that more information does not always lead to better product evaluations. Furthermore, the results of study 2 show that independent or scientific sources of information are perceived as more credible and tend to lead to a higher product evaluation. Moreover, higher credibility measured by attractiveness, trustworthiness and expertise leads to a significantly higher product evaluation. From these results, communication strategies can be designed that gain higher consumer acceptance for technology-based food innovations.
KW - credibility dimensions
KW - food innovations
KW - information source
KW - Product evaluation
KW - product information
KW - source credibility
UR - http://www.scopus.com/inward/record.url?scp=85129188296&partnerID=8YFLogxK
U2 - 10.1080/13527266.2022.2061033
DO - 10.1080/13527266.2022.2061033
M3 - Article
AN - SCOPUS:85129188296
VL - 29
SP - 637
EP - 653
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
SN - 1352-7266
IS - 7
ER -