How message appeals and prior product use influence information processing, risk perceptions, trust, attitudes, and genetic test purchase intentions

Abstract

Within the direct-to-consumer (DTC) genetic test industry, attracting customers can be difficult especially due to the highly sensitive nature of these products. How these tests are communicated to consumers may be one avenue in which companies can impact customer purchase intentions. A 2 (message sidedness: one-way vs. two-way refutational) x 2 (hedging: present vs. absent) between-subjects experiment was conducted to understand how message features and prior product use influence information processing, risk and trust perceptions, and attitude toward the genetic test, which in turn, may influence direct-to-consumer (DTC) genetic test purchase intentions. Results demonstrated that having used a genetic test in the past predicted participants’ trust in the company, information processing, and risk judgments; however, among those who used a genetic test, viewing a message that included hedging tended to increase their trust in the message. Trust in the message and company, information processing, and risk judgments significantly predicted participants’ attitudes toward genetic testing, which in turn predicted their purchase intentions. The results suggest that in the context of DTC genetic test messaging, practitioners should strive to increase consumer trust in the message and the company and facilitate information processing, and they should work to diminish perceived risk. These results suggest opportunities for identifying other message features that may influence message and company trust, information processing, risk judgments, and attitudes related to DTC genetic testing.

Impact of firm-created and user-generated social media marketing on customers’ purchase intention in the fashionwear industry: evidence from Sri Lanka

“…This marketing approach necessitates trustworthiness and aims to instantly captivate customers through visually appealing items. Ensuring fairness in pricing and prioritizing convenience further enhance the overall customer experience (VanDyke et al ., 2023). Tailoring marketing efforts to the unique characteristics of FCC and UGC can enhance their effectiveness.…”

“…Marketers now seek to engage with loyal customers, shape public perceptions of their products, disseminate information, and gain insights into their target audience (Koren and Pet} o, 2020). Notably, social media has transcended traditional communication modes, evolving into a mass phenomenon with wide-ranging demographic appeal (VanDyke et al, 2023). The rapid dissemination of information via the internet has amplified the appeal of social media, particularly among fashionwear businesses.…”