Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of Healthfulness

  title={Marketing Processed Organic Foods: The Impact of Promotional Message Framing (Vice Vs. Virtue Advertising) on Perceptions of Healthfulness},
  author={George Anghelcev and Siobhan Murray Mcgroarty and Sela Sar and Jas L. Moultrie and Yongkai Huang},
  journal={Journal of Food Products Marketing},
  pages={401 - 424}
ABSTRACT The study shows that the perceived healthfulness of processed organic foods, compared to their conventional counterparts, can be altered by slight variations in how promotional messages are framed. A sample of US organic shoppers (N = 375) was exposed to advertisements promoting processed organic (and processed conventional) foods by highlighting either virtue or vice aspects of the products. An interaction between the type of processed food (organic, non-organic) and the type of… Expand
4 Citations
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