Purpose
The purpose of this paper is to facilitate the use of public communication in the development of healthy food plans for consumers. This research aims to investigate whether the influence of “fit” to individuals’ goal pursuit strategies on the effectiveness of advertisement frames can intensify persuasion to consume healthy (virtue) foods or restrain the consumption of unhealthy (vice) foods in health promotion.
Design/methodology/approach
Two experiments were conducted to investigate how goal-framed messages for different food types affect consumer decision making by moderating regulatory focus.
Findings
The results demonstrate that the compatibility between the mere exposure to virtue (vice) food in a negative (positive) frame drives the effectiveness of a given goal framing. However, when additional regulatory focus is added, the fit in the vice/promotion and virtue/prevention condition causes the effect of framing to disappear. Moreover, the unfit in the virtue/promotion and vice/prevention condition suppresses the virtue (vice) preference in the positive (negative) frame.
Research limitations/implications
These findings suggest that under different valence framing, advertising messages provide different amounts of persuasion in virtue/vice conditions and the moderation effect of regulatory fit on framing to influence virtue/vice food preference.
Practical implications
Public policy executives and marketers can increase the likelihood that consumers will make healthy food choices by fitting goals to strengthen persuasion. The unfitted goal orientation between food and regulatory focus enhances the framing effect leading to food preference changes.
Originality/value
The framing effect disappears when additional regulatory fit the food type, but is enhanced when additional regulatory focus does not fit the food type. By bringing fit into the frame and the virtue/vice food type, this research extends the notion of regulatory fit into three pairs of given goal orientations on the persuasiveness of message framing to health-related communication. It provides a substantial explanation underlying persuasion to promote a greater understanding of virtue/vice food preferences.
There are more than one million festivals regularly held every year around the world. They not only create enormous economic benefits, but have also become a new global industry. Festival activities can attract many visitors and enhance regional development in a short time. The festival is an important trend to develop tourism. In Taiwan and foreign countries, various types of festivals are frequently held to draw the visitors' attention or increase economic benefits. Therefore, the method to hold successful festivals is an important issue for different countries. In order to construct the standard to select festival planners, this study conducts expert interviews and questionnaire survey by literature review and the Modified Delphi Method in order to confirm the hierarchical framework and evaluation criteria. Analytic Hierarchy Process (AHP) is conducted to determine the weights of criteria in the hierarchical framework. The findings can serve as reference to select festival planners, thereby increasing the effectiveness of festivals and helping the decision-making of selection.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.