The Power of Storytelling and Framing: the effect of storytelling and message framing on consumers’ purchase intention towards local food.
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2024-07-02
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en
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With the growing popularity of local food in supermarkets, it is crucial to understand effective communication strategies to promote these products. This research explored the impact of two specific communication strategies on consumer purchase intentions: visual versus verbal storytelling on packaging and gain versus non-loss framed messages in advertisements. Additionally, the study examined the combined effect of storytelling and message framing. To assess these potential effects, an online survey was conducted among 245 Dutch consumers aged 18 and above. The data collected was analyzed using multiple regression analysis. The findings revealed no significant difference between the effects of visual and verbal storytelling on consumers’ purchase intentions. However, gain-framed messages were found to lead to higher purchase intentions compared to non-loss framed messages. Furthermore, the interaction effect between storytelling and message framing was not significant. This study is pioneering in investigating these main and interaction effects, thereby contributing valuable insights to the existing literature. Additionally, it provides supermarkets with valuable information about which variables are effective in enhancing local food purchase intentions and which are not.
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Faculteit der Managementwetenschappen