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Article
Publication date: 12 September 2022

Li-Shia Huang, Wan-Ju Huang and Hsiao-Yun Lin

Given the importance of third-party endorsements as external cues during purchase evaluations, the manipulation of endorsements may raise consumers’ suspicion and thereby reduce…

433

Abstract

Purpose

Given the importance of third-party endorsements as external cues during purchase evaluations, the manipulation of endorsements may raise consumers’ suspicion and thereby reduce the effectiveness of marketing messages. Consumers find it increasingly difficult to distinguish between authentic and biased brand reviews. This research conducts two experiments regarding brand rankings of third-parties in four industries. Study 1 aims to probes the interaction effect of persuasion knowledge and fairness of rating method (fair vs. unfair) on brand rankings’ credibility and brand image enhancement. Study 2 examines the interplay of dispositional persuasion knowledge and reputation of third parties (high vs. low).

Design/methodology/approach

This research builds on an analysis of data (Study 1, N = 122; Study 2, N = 123) from Taiwan, where brand rankings held by third-party organizations are regular. The hypotheses were tested using SPSS’s PROCESS macro.

Findings

Drawing on previous research of persuasion knowledge, the authors find that a fair rating method and a high reputation of third-party organization can mitigate the negative effect of persuasion knowledge.

Practical implications

The results of this research suggest that marketers need to manage third-party endorsements carefully. Consumer skepticism toward these endorsements (e.g. third-party’s brand rankings) can be weakened when persuasion attempt is considered appropriate.

Originality/value

This is one of the first efforts to empirically explore the influences of persuasion knowledge on third-party endorsements. The importance of this work is underscored by the fact that a growing number of third-party endorsements are sponsored or even manipulated by brand owners.

Details

Marketing Intelligence & Planning, vol. 41 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 26 May 2022

Li-Shia Huang, Wan-Ju Huang and Yu-Han Wu

Food packaging pictures are one of the most important extrinsic cues for consumers to evaluate food products before purchasing. Over the past decades, marketers have used…

622

Abstract

Purpose

Food packaging pictures are one of the most important extrinsic cues for consumers to evaluate food products before purchasing. Over the past decades, marketers have used exaggerated pictures to attract consumers' attention, enhance their attitude toward a product and increase their purchase intention. This study examined the interplay of “puff-up” product picture, food type and picture type in influencing consumers' responses via persuasion knowledge.

Design/methodology/approach

The research comprises two 2 × 2 factorial experiments. Study 1 tested the interaction effect of puffery (high vs low) and food type (utilitarian vs. hedonic) on consumers' responses using two fictitious brands of prepared food, whereas Study 2 tested the interaction effect of puffery (high vs. low) and picture type (ingredients vs. cooked food) using a fictitious brand of Chinese delicacy.

Findings

Results demonstrated that the degree of picture puffery did not influence consumers' responses to utilitarian food and ingredient image. Conversely, consumers were sensitive to puffery when they see hedonic food and cooked-food image. Our findings also suggested that consumers' persuasion knowledge mediates the relationship between puffery and their responses.

Practical implications

The presented findings facilitate marketers to know consumers' attitude about food puffery pictures.

Originality/value

This research is one of the first efforts to empirically explore the influences of persuasion knowledge on food puffery pictures. The importance of this work is underscored by the fact that a growing number of visual exaggerations are adopted on food packaging.

Details

British Food Journal, vol. 125 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 17 December 2024

Li-Shia Huang, Yu-Jen Chou, Cheng Zhang and Ying-Yu Lan

This study explores the impact of packaging images (ingredients vs finished products), degree of food readiness (ready-to-heat vs ready-to-cook) and purchasing motivations…

73

Abstract

Purpose

This study explores the impact of packaging images (ingredients vs finished products), degree of food readiness (ready-to-heat vs ready-to-cook) and purchasing motivations (utilitarian vs hedonic) on consumer preferences.

Design/methodology/approach

Two 2 × 2 between-subject experiments were conducted to investigate the interactive effects of package image type and food readiness (Study 1) as well as their individual impacts (Study 2). Data analysis and hypothesis testing were performed using SPSS software.

Findings

Consumers initially preferred packaging images of finished products over ingredients when selecting ready-to-eat foods. However, their attitudes declined upon learning about specific food content. When motivated by hedonic factors, consumers favored images of finished products for ready-to-cook foods, whereas utilitarian motivations led to a preference for ingredient images. After purchasing, ingredient images were favored across both motivational contexts.

Originality/value

Food packaging images serve as crucial cues in consumer purchase decisions, though no consensus currently exists on whether these images should feature ingredients or finished products. This study offers valuable insights into how these visual factors affect consumer behavior and decision-making, providing manufacturers with guidance on enhancing product evaluations by consumers.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 9 July 2024

Yu-Jen Chou, Li-Shia Huang and Shu-Jyun Ye

This study examines the influence of Centrality of Visual Product Aesthetics (CVPA) on multi-stage food consumption and emotions under aesthetic disruption, assessing how CVPA…

83

Abstract

Purpose

This study examines the influence of Centrality of Visual Product Aesthetics (CVPA) on multi-stage food consumption and emotions under aesthetic disruption, assessing how CVPA affects consumption and whether food aesthetics moderate these behaviours and emotional responses.

Design/methodology/approach

Data were collected using qualitative interviews and quantitative experimental designs, employing a moderated mediation model for statistical analysis.

Findings

Consumers with higher CVPA are more likely to adopt multi-stage consumption for higher aesthetic food, generating greater positive emotions, both in personal experiences and when viewing food bloggers' posts.

Originality/value

This study introduces the novel concept of “multi-stage consumption” and investigates its origins and outcomes.

Details

British Food Journal, vol. 126 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

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