The effect of ad appeals and message framing on consumer responses to plant-based menu items

Ye, Tian; Mattila, Anna S.

doi:10.1016/j.ijhm.2021.102917

Cited by 38 publications

(40 citation statements)

References 86 publications

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“…Further, the joint effect between warm color and vertical symmetry makes the image of a meat substitute even more appealing. Overall, our study adds to the limited research which has been conducted on how to increase meat substitute appeal via advertisement (Ye & Mattila, 2021).…”

Section: Discussionmentioning

confidence: 88%

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The impact of social media visual features on acceptance of meat substitute

Kemper

Quang

et al. 2022

International Journal of Market Research

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There is a growing demand for meat substitutes among consumers, given that excessive meat consumption is associated with negative consequences for personal health and the environment. However, the market shares of such meat substitutes remain low, thus highlighting the need to further investigate how to increase consumer acceptance of meat substitutes. The present research investigates social media data of plant-based meat brands and explores how visual features could lead to a high number of likes, which is a numerical representation of social acceptance. The findings of this research show that social media posts with warm color, vertical symmetry, and horizontal symmetry receive a higher number of likes. Further, there is a joint effect between warm color and vertical symmetry, such that vertical symmetry would strengthen the positive effect of warm color on the number of likes. These findings offer a more nuanced understanding of how to increase consumer acceptance of meat substitutes and how to promote plant-based meat brands in social media.

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Section: Discussionmentioning

confidence: 88%

“…Studies report that plant-based meat substitutes present a market share around 16% in the U.S. (Van Loo et al, 2020), whereas the market share in Canada is around 21% (Slade, 2018). Surprisingly, there is little research investigating how to increase consumers' acceptance and preference for meat substitutes (Ye & Mattila, 2021).…”

Section: Introductionmentioning

confidence: 99%

The impact of social media visual features on acceptance of meat substitute

Kemper

Quang

et al. 2022

International Journal of Market Research

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“…Consequently, the information related to fish (conventional/fortified) did not enhance the perceived value of the fortified fish but increased the consumer liking of the conventional fish. This might also be due to the way in which the information was given since how a product is communicated has a substantial impact on consumer choices, especially those concerning food [ 38 , 39 , 40 , 41 ].…”

Section: Discussionmentioning

confidence: 99%

Perceptions and Liking Distortion from Information about the Nutritional Upgrades in Biofortified Seafood Products

Castellini

Vezzulli

Lambri

et al. 2022

Foods

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(1) Background: As biofortified fish meat is becoming increasingly available, the use of supplements within fish feed may impact consumers’ perceptions and their willingness to pay (WTP) for the product. This study focused on evaluating the sensory liking of, and WTP for, fish produced with fortified feed while understanding the role played by the acquired information on fish fortification. (2) Methods: Hedonic ratings and WTP were measured in an experimental bid. The participants (n = 91) were asked to rate pleasantness and WTP during two different rounds: (i) appearance–information–tasting and (ii) appearance–tasting–information. A total of three fish species (carp, seabream, and trout) were presented to the consumers as being either fortified (with iodine, selenium, and omega-3 fatty acids) or conventional products. (3) Results: For pleasantness, no significant differences were found between the fortified and conventional fish. In contrast, substantial differences emerged when information regarding the products was provided. Providing the relevant information before tasting affected how much the consumers liked the conventional fish, resulting in a preference for it over the fortified fish. Additionally, consumers are willing to pay more for fortified fish, especially when information with respect to fortification is available. Nevertheless, when information about fortification was provided before tasting, the consumer’s expectations were not fulfilled. (4) Conclusions: The outcomes of this study clearly indicate that the presence of relevant information impacts how much people like fortified versus conventional fish, as well as their WTP.

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“…Consumers' decisionmaking processes may be influenced by anticipated guilt and pleasure of making or not making certain pro-environmental decisions (Rezvani et al, 2017). Ye and Mattila (2021) suggested that using a social appeal advertisement (e.g., "Good for the environment and animal welfare") was more effective in increasing demand for plantbased burgers compared to a health appeal (e.g., "Good for your health-no cholesterol and more fiber"). The authors stated that a social appeal can increase consumers' anticipated pleasure by eliciting the feelings of doing something good for the society, which in turn increases consumers' preferences for plant-based burgers.…”

Section: Resultsmentioning

confidence: 99%

“…A potential explanation for this discrepancy in findings relates to the method used to elicit such preferences; that is our experiment required participants to actually change their behavior which differs to hypothetical approaches used by previous studies. Another possible explanation for the effectiveness of environmental messages is the fact that the social appeal of highlighting the environmental benefits of purchasing plant-based meat increases consumers' anticipated pleasure and elicit feelings of doing something good for the society (Ye and Mattila, 2021).…”

Section: Discussionmentioning

confidence: 99%

Nudging meat eaters towards plant-based meat alternatives : an online supermarket experiment

Yu¹

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We implement a non-hypothetical online grocery shopping experiment to study the impact of health and environment related information nudges on consumers' purchases of meat and plant-based meat alternatives. More specifically, we exogenously manipulate an information message to appear next to meat and plantbased meat products while subjects make purchasing decisions. Subjects receive one of four treatments at random: 1) Health treatment, which displays information about the health benefits of eating less meat; 2) Environment treatment, which presents a message related to the environmental impact of reducing meat consumption; 3) Combined treatment, which displays a message that combines the information from the health and environment messages; and 4) Control, where no information is provided. Moreover, we elicit subjects' implicit association between healthiness and environmental impact of meat and plant-based meat using two implicit association tests. We find the environmental message to be an effective instrument for motivating meat eaters to purchase plant-based meat products. We also find that, on average, meat eaters in our sample implicitly perceive meat to be healthier but environmentally unsustainable compared to plant-based meat products. Furthermore, using a latent class analysis (LCA), we identify three distinct latent classes based on subjects' preferences for purchasing meat products and their plant-based meat purchases frequency. Members in Class 1 are driven by the taste and price of meat products, whereas Class 2 expresses high attention for health and environmental impact attributes and Class 3 is open to reduce their meat consumption. The LCA indicates heterogeneity of preferences across meat eaters, suggesting future interventions can target to specific consumer segments, instead of focus on general meat eaters. Overall, our findings provide implications for policy makers and food marketers as to whether meat eaters can be steered toward purchasing plant-based meat under different behavioral nudges.

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The effect of ad appeals and message framing on consumer responses to plant-based menu items

Cited by 38 publications

References 86 publications

The impact of social media visual features on acceptance of meat substitute

The impact of social media visual features on acceptance of meat substitute

Perceptions and Liking Distortion from Information about the Nutritional Upgrades in Biofortified Seafood Products

Nudging meat eaters towards plant-based meat alternatives : an online supermarket experiment

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