The effect of ad appeals and message framing on consumer responses to plant-based menu items |
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| Institution: | 1. School of Hospitality Management, The Pennsylvania State University, United States;2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong;1. Department of Psychology, Tsinghua University, Beijing, China;2. Department of Psychology, Soochow University, Suzhou, China;1. University of Westminster, School of Social Sciences, Department of Psychology, University of Westminster, 115 New Cavendish Street, London, W1W 6UW, UK;2. World Resources Institute, UK;1. School of Hospitality Management, The Pennsylvania State University, 221 Mateer Building, University Park, PA 16802, United States;2. School of Hospitality Management, The Pennsylvania State University, 224 Mateer Building, University Park, PA 16802, United States |
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| Abstract: | While the recent surge of meat-like items on restaurant menus has received considerable attention, little is known how to encourage consumers to choose such novel dishes. To address this gap, we investigate the role of various communication strategies in making plant-based menu items more attractive. The results from Study 1 suggest that using a social appeal in the ad increases consumers’ preference for plant-based menu items via anticipated pleasure, but a health appeal does not. The results from Study 2 demonstrate that information on social costs induces feelings of ambivalence toward meat eating, thus making plant-based menu items more desirable. However, information on health risks of meat consumption does not have such an effect. Practical implications for promoting plant-based menu items are discussed. |
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| Keywords: | Plant-based meat Advertising appeal Anticipated emotion Message framing Ambivalence |
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