Product versus region of origin: which wins in consumer persuasion?

Abstract

Purpose The purpose of this paper is to investigate the effectiveness of highlighting the geographical area in question – through either pictorial or pictorial-textual formats – in print-advertising messages for European Union geographical indication (GI) quality-labelled products. Design/methodology/approach A 2×3 between subjects factorial design was used to manipulate the type of GI, namely, protected designation of origin vs protected geographical indication, and the region of origin presentation in the advertisement (absent vs pictorial vs pictorial-textual), while measuring participant brand attitude and intention to buy (dependent variables). Findings Results show a significant main effect of the region of origin presentation on brand attitude and purchase intention. Communicating the region of origin through pictorial cues leads to more favourable responses than when there is no reference to it in the advertisement. The presentation of the region of origin through pictorial-textual cues leads to more positive responses than communication based just on pictorial cues. No interaction effect between the type of GI and the region of origin presentation is found. Originality/value The study makes a new contribution in the field of communication about typical food products, since the ability of the geographical area to increase consumers’ purchase intention has not been systematically tested in an advertising context. To date, there is no strong evidence on how effective it is to convey the values of the geographical area through its picture and/or name. On a practical level, the study supports new communication strategies for typical food products in a context where messages tend to use intrinsic advertising cues that emphasize physical product attributes, rather than extrinsic advertising cues that leverage intangible product values.

Wine Marketing: Consumer Persuasion through the Region of Origin

“…Key implications are the validation of the pictorial-textual superiority effect, which has been speculated about in previous advertising research (e.g. McQuarie & Mick, 1992; and verified by Luceri et al (2016) with reference to PDO apples and PGI bresaola. Specifically, the persuasion effect of the geographical area is more effective when pictorial cues are combined with textual claims (versus the mere pictorial format).…”

“…A recent study by Luceri et al (2016) investigated the effectiveness of highlighting the geographical areathrough either pictorial or pictorial-textual formats -in print-advertising messages for European Union Geographical Indication quality-labelled products. The paper considered two types of GIs (Melinda PDO apple and Valtellina PGI bresaola), showing a significant main effect of the region of origin presentation on purchase intention.…”

A Influência da Denominação de Origem na Percepção de Consumidores de Café: Um Estudo com Brasileiros e Franceses

“…No intuito de obter resultados mais consistentes, as pesquisas sobre o efeito país de origem na decisão de compra do consumidor vêm aprofundando seus estudos em locais com maior homogeneidade geográfica e sociocultural, tal qual estados, cidades e regiões. Surge, desta forma, o conceito de efeito da região de origem (Luceri, Latusi, & Zerbini, 2016). Em um consenso geral, até o momento, os autores afirmam que o efeito região de origem confere maior valor aos produtos e assim é necessário reconhecer a importância das indicações geográficas e suas variações, como é o caso das Denominações de Origem (DOs) na valorização de produtos regionais típicos (Chamorro, Rubio, & Miranda, 2015).…”

Culinary Heritage as an Opportunity to Make Lubelskie Voivodeship’s Tourist Offer More Attractive (E Poland)

“…Final consumer behaviours are also influenced by many other factors, inter alia by a customer's country of origin, consumer's awareness, certificate type, fashion, current promotional actions, and even the type/specific nature of a food product (cf. van Ittersum et al 2003, Luceri et al 2016, Charters et al 2017. Such correlations have been present in the marketing of many countries (regions) worldwide.…”