{"title":"“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","authors":"Xi Yu, Stephanie Q. Liu","doi":"10.1177/10963480231205757","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":51409,"journal":{"name":"Journal of Hospitality & Tourism Research","volume":null,"pages":null},"PeriodicalIF":4.4000,"publicationDate":"2023-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"“You Must Try Our Taco!”: Advancing the Power of Language Assertiveness in Food Advertising\",\"authors\":\"Xi Yu, Stephanie Q. Liu\",\"doi\":\"10.1177/10963480231205757\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\",\"PeriodicalId\":51409,\"journal\":{\"name\":\"Journal of Hospitality & Tourism Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.4000,\"publicationDate\":\"2023-10-26\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Hospitality & Tourism Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1177/10963480231205757\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Hospitality & Tourism Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/10963480231205757","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
“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.
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.