Ingredient or Function?
نویسندگان
چکیده
More and more brands are utilizing online word-of-mouth recommendations to promote their products using product ingredients widely in marketing communications. However, no research has explored how recommendation terms (ingredient vs. function) for functional affects consumers' attitudes. Through one pilot study four experiments, it was found that consumers hold the lay belief “ingredient = professional.” For products, purchase intentions evaluations higher when ingredient (vs. labelled, with perceived trustworthiness playing a mediating role. In addition, domain knowledge of information sender moderates focal effect. Theoretically, this contributes literature on both beliefs by proposing new belief, exploring effect Practically, can guide marketers appropriate use marketing.
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ژورنال
عنوان ژورنال: Journal of Global Information Management
سال: 2023
ISSN: ['1533-7995', '1062-7375']
DOI: https://doi.org/10.4018/jgim.325228