The role of imagery in promoting organic food

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dc.contributor.authorSeptianto F
dc.contributor.authorParamita W
dc.contributor.authorKemper, Joya A.
dc.date.accessioned2023-07-26T01:05:51Z
dc.date.available2023-07-26T01:05:51Z
dc.date.issued2019en
dc.date.updated2022-10-09T22:17:10Z
dc.description.abstractWhile prior research has examined the importance of organic food and the reasons why consumers might purchase it, how marketers can develop effective advertising strategies to promote organic food remains unclear. Drawing upon construal level theory, the present research investigates the role of visual imagery (illustrations vs. photographs) and advertising claims (altruistic vs. egoistic) in promoting organic (vs. conventional) food. Across three experimental studies, this research demonstrates that matching illustrations (photographs) with organic food (conventional) food increases advertising effectiveness (Study 1). Furthermore, matching illustrations (photographs) with altruistic (egoistic) claims can increase likelihood of purchasing (Study 2) and willingness to pay for organic food (Study 3). The findings of this research contribute to the literature on construal level and offer practical implications for marketers and how they can promote organic food.en
dc.identifier.citationSeptianto F, Kemper J, Paramita W (2019). The role of imagery in promoting organic food. Journal of Business Research. 101. 104-115.en
dc.identifier.doihttp://doi.org/10.1016/j.jbusres.2019.04.016
dc.identifier.issn0148-2963
dc.identifier.urihttps://hdl.handle.net/10092/105756
dc.languageen
dc.language.isoenen
dc.publisherElsevier BVen
dc.rightsAll rights reserved unless otherwise stateden
dc.rights.urihttp://hdl.handle.net/10092/17651en
dc.subject.anzsrc1505 Marketingen
dc.subject.anzsrcFields of Research::35 - Commerce, management, tourism and services::3506 - Marketingen
dc.subject.anzsrcFields of Research::30 - Agricultural, veterinary and food sciences::3008 - Horticultural production::300801 - Field organic and low chemical input horticultureen
dc.titleThe role of imagery in promoting organic fooden
dc.typeJournal Articleen
uc.collegeUC Business School
uc.departmentManagement, Marketing and Entrepreneurship
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