Influence of the Framing Effect, Anchoring Effect, and Knowledge on Consumers’ Attitude and Purchase Intention of Organic Food

Abstract

This article explores consumers' attitude toward and purchase intention of organic food regarding the influence of the framing effect and anchoring effect and the role of knowledge. Our findings suggest that whether message framing describes the benefits of buying organic food or the loss resulting from a failure to buy organic food, significantly influences consumers' attitude and purchase intention. In addition, presenting an anchor price in advertisements also significantly influences consumers' judgment. These results indicate that a negatively framed message induces a more favorable attitude and purchase intention than a positively framed message, a low anchor price is more favorable than a high one, and the interaction effect of framing and anchoring is not significant at the 1% level. Finally, consumers with less organic food knowledge are more susceptible to framing and anchoring effects. These results provide suggestions for appropriate message framing and price anchoring to enhance consumption within the organic industry.

Factors That Influence Consumers’ Behaviors in Fashion Market

“…Considering the price, quality and their adaptivity, consumers will decisively continue to purchase the products of preferred brands even if the price increases. According to the research about the anchoring effect on purchase intention of organic food (Shan, Diao, & Wu, 2020), consumers will have high purchase intention and positive attitude towards the organic food when presented with lower anchor price. The reason is that people are not familiar with organic food and tend to compare the price of it to non-organic food.…”

The Roles of Mental Construal Level Theory in the Promotion of University Students' Pro-environmental Behaviors

“…Message framing is one of the most commonly manipulated features influencing people's attitudes and behaviors (Maheswaran and Meyers-Levy, 1990;Shan et al, 2020). Previous research shows that types of framing, for example, gain/loss framing, alter individuals' attention to messages and their subsequent comprehension prior to making judgments (Meyers-Levy and Maheswaran, 2004).…”

Assessing Label Frames and Emotional Primes in the Context of Animal Rearing—Response of an Explorative fNIRS Study

“…In this context, the framing of quality aspects in the sense of the phrasing, wording, and formulation gains importance [11]. Often, consumers are not aware that, depending on the frame, they may perceive this information very differently [12,13]. If, e.g., certain product properties describe an absence of a quality aspect or, conversely, the presence of an additional quality aspect, this influences consumers' evaluations, which may be important in the processing of the overall product information [11,12,14,15].…”

“…With regard to priming, marketing approaches often use pictures as primes for product presentation because, compared to textual information, they evoke a greater emotional response in consumers, thereby influencing consumers' emotional evaluations about the product [21,22]. Unattractive or deterring pictures might emphasize undesirable consequences that are associated with buying or consuming this product, leading to negative emotional reactions [12,13,23]. One real-life example is shocking pictures combined with health warning messages on tobacco packages, highlighting the negative consequences of smoking behavior and leading to strong negative emotions and perceptions [22,23].…”

“…One real-life example is shocking pictures combined with health warning messages on tobacco packages, highlighting the negative consequences of smoking behavior and leading to strong negative emotions and perceptions [22,23]. In contrast, beautiful or nice pictures can emphasize the desirable profit or benefits that are associated with buying or consuming a product, leading to positive emotions about the product [13,23]. This approach is often used for products of animal origin, where idyllic or romanticized animal pictures aim to give the consumer a good feeling about the product.…”