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dc.contributor.authorShin, Hyunji
dc.date.accessioned2014-03-04T18:20:30Z
dc.date.available2014-03-04T18:20:30Z
dc.date.issued2009-08
dc.identifier.othershin_hyunji_200908_ma
dc.identifier.urihttp://purl.galileo.usg.edu/uga_etd/shin_hyunji_200908_ma
dc.identifier.urihttp://hdl.handle.net/10724/25938
dc.description.abstractThis research evaluates how organic food labels influence consumer perception of healthiness/ tastiness, and their attitudes toward advertising/ brand and purchase intention. The results show that organic labels have a main effect on consumers’ perception of healthiness, attitudes toward advertising/ brand, and purchase intention regardless of the product type or claim type. Also, this research suggests that organic labels effect on advertising was different by product type (utilitarian vs. hedonic). When organic labels and utilitarian foods were used simultaneously in an advertisement, the perceived tastiness of consumers was higher than organic labeled hedonic food advertising. However, there was no different effect of claim type (nutrient content claim vs. taste claim) when it is used with organic label on advertising because of a halo effect. When organic labeled hedonic food was combined with nutrient content claims in advertising, it shows a higher purchase intention than the one with just the taste claim.
dc.languageeng
dc.publisheruga
dc.rightspublic
dc.subjectOrganic Food, Food Advertising, Nutrient Content Claim, Taste Claim, Utilitarian, and Hedonic Foods
dc.titleOrganic food advertising
dc.title.alternativethe influence of health and taste claims on perceptions of hedonic and utilitarian organic foods
dc.typeThesis
dc.description.degreeMA
dc.description.departmentGrady College of Journalism and Mass Communication
dc.description.majorJournalism and Mass Communication
dc.description.advisorKaren King
dc.description.committeeKaren King
dc.description.committeeJeffrey Springston
dc.description.committeeTom Reichert


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