Interaction between message framing and consumers’ prior subjective knowledge regarding food safety issues |
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| Institution: | 1. Department of Economics, Chung-Ang University, Seoul, South Korea;2. Institute of Food Economics of Chung-Ang University, Seoul, South Korea;1. MAPP Centre – Research on Value Creation in the Food Sector, Aarhus University, Fuglesangsalle 4, 8210 Aarhus, Denmark;2. Sensometrics & Consumer Science, Instituto Polo Tecnológico de Pando, Facultad de Química, Universidad de la República, By Pass de Rutas 8 y 101 s/n, C.P. 91000, Pando, Canelones, Uruguay;1. School of Geography and Ocean Science, Nanjing University, Nanjing, Jiangsu 210023, PR China;2. School of Tourism and Hospitality Management, Temple University, Philadelphia, PA 19122, USA;1. International Business School Suzhou, Xi’an Jiaotong-Liverpool University, 111 Ren’ai Road, Suzhou Industrial Park, Jiangsu Province 215123, China;2. Lancaster University Management School, Lancaster LA14YX, UK;3. International Business School, Beijing Foreign Studies University, 19 North Xisanhuan Avenue, China;4. Department of Marketing, Lancaster University Management School, Lancaster University LA1 4YX UK |
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| Abstract: | This study analyzed the interaction between message frames and recipients’ prior knowledge. The hypothesis is that less prior consumer knowledge will result in a larger framing effect. That is, if the subjective knowledge of the public is low, then the controversy created by mass media regarding a specific food-related event will be larger. Empirical results show that message frame has an influence on college students’ purchasing intentions. College students showed distinct responses in purchasing intention based on different headlines and different amounts of information within articles. The results further suggest that the framing effect depends not only on message frames, but also on the prior knowledge of the message recipient. Those who have less knowledge have larger variation in their purchase intention when responding to different message frames. This suggests that people with less knowledge are more likely to panic due to mass media reports regarding a food hazard issue. More informed consumers have less dramatic responses to food safety issues compared to less informed people. |
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| Keywords: | Food safety Consumer Framing effect Prior knowledge |
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