“你一定要尝尝我们的玉米卷!”:提升食品广告中语言自信的力量

IF 4.4 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Hospitality & Tourism Research Pub Date : 2023-10-26 DOI:10.1177/10963480231205757
Xi Yu, Stephanie Q. Liu
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引用次数: 0

摘要

果断的广告信息,比如“你一定要尝尝我们的墨西哥卷饼!”,在酒店行业中无处不在。然而,自信的语言作为一种食品广告策略的有效性还没有得到很好的理解。利用语言期望理论,本研究考察了语言自信如何影响消费者对有机食品和传统食品广告的反应。研究结果表明,自信的语言(与非自信的语言相比)促进了消费者购买有机食品的意愿,而非自信的语言(与自信的语言相比)增加了消费者购买传统食品的意愿。此外,我们的中介分析发现,品牌能力推理是语言自信和食物类型对购买意愿影响的心理机制。
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“You Must Try Our Taco!”: Advancing the Power of Language Assertiveness in Food Advertising
Assertive advertising messages, such as “You must try our taco!” are ubiquitous in the hospitality industry. However, the effectiveness of assertive language as a food advertising strategy is not well understood. Drawing on language expectancy theory, this research examines how language assertiveness shapes consumers’ responses to food advertisements featuring organic versus conventional food. Findings reveal that assertive (vs. nonassertive) language boosts consumers’ intentions to purchase organic food, whereas nonassertive (vs. assertive) language increases consumers’ intentions to purchase conventional food. Furthermore, our mediation analysis reveals that brand competence inference serves as the psychological mechanism underlying the impact of language assertiveness and food type on purchase intention.
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来源期刊
Journal of Hospitality & Tourism Research
Journal of Hospitality & Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
10.10
自引率
9.50%
发文量
54
期刊介绍: The Journal of Hospitality & Tourism Research (JHTR) is an international scholarly research journal that publishes high-quality, refereed articles that advance the knowledge base of the hospitality and tourism field. JHTR focuses on original research, both conceptual and empirical, that clearly contributes to the theoretical development of our field. The word contribution is key. Simple applications of theories from other disciplines to a hospitality or tourism context are not encouraged unless the authors clearly state why this context significantly advances theory or knowledge. JHTR encourages research based on a variety of methods, qualitative and quantitative.
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