Academic Journal
Heuristic Thinking and Credibility of Organic Advertising Claims: The Role of Knowledge and Motivations
| العنوان: | Heuristic Thinking and Credibility of Organic Advertising Claims: The Role of Knowledge and Motivations |
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| المؤلفون: | Lanero Carrizo, Ana, Vázquez Fernández, José Luis, Sahelices Pinto, César |
| المساهمون: | Comercializacion e Investigacion de Mercados, Facultad de Ciencias Economicas y Empresariales |
| بيانات النشر: | MDPI |
| سنة النشر: | 2020 |
| المجموعة: | Universidad de León: BULERIA |
| مصطلحات موضوعية: | Comercio, Economía, Marketing, Eco-labelling, Heuristic-systematic model (HSM), Organic claims, Claim credibility, Organic product judgement, knowledge, Defense motivation, Accuracy motivation |
| الوصف: | [EN] Consumers are often overexposed to sustainability symbols and claims on food product packages and find it di_cult to accurately judge their meaning when making purchase decisions. Based on the heuristic-systematic model (HSM), this paper aims to identify cognitive mechanisms to reduce the heuristic credibility of organic advertising claims and to increase the motivation for searching for more reliable information when making product judgements. Particularly, we hypothesize that knowledge and defense and accuracy motivations a_ect organic claim credibility, which in turn is related to organic product judgement. Data collected from an experimental between-subject study with a sample of 412 Spanish undergraduates was analyzed using partial least squares. The results indicated that claim credibility was directly related to the attribution of organic properties to products, and was a_ected by defense motivation especially when appropriate knowledge was not available. Improving consumers’ knowledge reduced organic claim credibility and triggered a positive e_ect of accuracy motivation on credibility. The findings stress the importance of improving the regulation of ambitious advertising claims and developing specific educational campaigns to empower consumers and prevent biased purchase decisions of organic products. ; SI |
| نوع الوثيقة: | article in journal/newspaper |
| اللغة: | English |
| تدمد: | 2071-1050 |
| Relation: | Lanero, Ana, José-Luis Vázquez, and César Sahelices-Pinto. (2020). Heuristic Thinking and Credibility of Organic Advertising Claims: The Role of Knowledge and Motivations. Sustainability 12 (21), 8776. https://doi.org/10.3390/su12218776; https://hdl.handle.net/10612/17551 |
| DOI: | 10.3390/su12218776 |
| الاتاحة: | https://hdl.handle.net/10612/17551 https://doi.org/10.3390/su12218776 |
| Rights: | Atribución 4.0 Internacional ; http://creativecommons.org/licenses/by/4.0/ ; info:eu-repo/semantics/openAccess |
| رقم الانضمام: | edsbas.6BD5349A |
| قاعدة البيانات: | BASE |
Full Text Finder | تدمد: | 20711050 |
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| DOI: | 10.3390/su12218776 |