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dc.contributor.authorBae, Beom Jun
dc.date.accessioned2014-03-03T23:25:56Z
dc.date.available2014-03-03T23:25:56Z
dc.date.issued2005-12
dc.identifier.otherbae_beom_j_200512_ma
dc.identifier.urihttp://purl.galileo.usg.edu/uga_etd/bae_beom_j_200512_ma
dc.identifier.urihttp://hdl.handle.net/10724/22871
dc.description.abstractThis study measured consumers’ readiness to eat organic food, and examined whether there are differences among the levels of the readiness. The Transtheretical Model (TTM), more specifically the Stages of Change, was employed as framework of the analyses. The respondents of the survey were divided into five stages of change in organic food consumption, and analyzed by statistical methods. The results showed that each stage was motivated by different variables, thus different advertising message strategies were suggested according to consumers’ stages of change.
dc.languageeng
dc.publisheruga
dc.rightspublic
dc.subjectStages of Change
dc.subjectOrganic Food
dc.subjectAdvertising Message
dc.subjectTarget segmentation
dc.subjectHealth Communication
dc.subjectTranstheoretical Model
dc.titleMeasuring the stages of change in organic food consumption
dc.typeThesis
dc.description.degreeMA
dc.description.departmentJournalism
dc.description.majorMass Communication
dc.description.advisorVicki Freimuth
dc.description.committeeVicki Freimuth
dc.description.committeeKaren King
dc.description.committeeAnn Hollifield


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