EconPapers    
Economics at your fingertips  
 

AN OSTRICH OR A LEOPARD - COMMUNICATION RESPONSE STRATEGIES TO POST-EXPOSURE ON NEGATIVE INFORMATION ABOUT HEALTH HAZARDS IN FOODS

Amir Heiman and Oded Lowengart

No 7172, Discussion Papers from Hebrew University of Jerusalem, Department of Agricultural Economics and Management

Abstract: The effect of negative information on consumer product evaluations has been studied heavily in the context purchase intentions and other preference-related measures. In this study, we examine the context (negative health hazard information on meat commodities), direction (positive and negative), and intensity (low and high) of information on consumer choice processes. We draw from the literature on Bayesian updating, choice processes and heuristics, as well as cognitive and information processing to propose a set of hypotheses and empirically test them using survey data. Our results indicate that under low intensity, information consumers tend to employ a non-compensatory type choice process with the health aspects of the product being nonsalient. In the case of high-intensity negative information, consumers employ a compensatory choice process and consider the health dimension of the product. These results are mainly attributed to variations in the allocation of consumer cognitive resources in the decision-making process as a result of the different types of information, changing it from peripheral to central, and affecting the decision strategy and choices. The results may provide insight into how to design better marketing and media strategies in response to unfavorable information about health hazards.

Keywords: Food; Consumption/Nutrition/Food; Safety (search for similar items in EconPapers)
Pages: 49
Date: 2006
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
https://ageconsearch.umn.edu/record/7172/files/dp060014.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:huaedp:7172

DOI: 10.22004/ag.econ.7172

Access Statistics for this paper

More papers in Discussion Papers from Hebrew University of Jerusalem, Department of Agricultural Economics and Management Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().

 
Page updated 2022-09-06
Handle: RePEc:ags:huaedp:7172