Is advertising helpful for organic businesses?: Differential effects of packaging claims

• Autores: María Hidalgo Baz, Mercedes Martos Partal, Óscar González Benito
• Localización: International Journal of Advertising, ISSN 0265-0487, Vol. 36, Nº. 4, 2017, págs. 542-561
• Idioma: inglés
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• Resumen

  • What claims should companies use to improve consumer perceptions of their certified organic products and help consumers differentiate them from conventional products? This study focuses on advertising – specifically, on packaging claims that differ in their degree of explicitness and message topic. A laboratory experiment shows that a single claim positively influences perceptions of organic products, though additional claims can cancel out this positive effect. Different claims have distinct impacts on consumer perceptions. This study, thereby, reveals an effect of thematic scope: messages related to the environment have greater scope than those related to health, and they influence both environmental and health perceptions strongly.