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Título
Heuristic Thinking and Credibility of Organic Advertising Claims: The Role of Knowledge and Motivations
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
Sustainability
Número de la revista
21
Cita Bibliográfica
Lanero, Ana, José-Luis Vázquez, and César Sahelices-Pinto. (2020). Heuristic Thinking and Credibility of Organic Advertising Claims: The Role of Knowledge and Motivations. Sustainability 12 (21), 8776. https://doi.org/10.3390/su12218776
Editorial
MDPI
Fecha
2020
Resumen
[EN] Consumers are often overexposed to sustainability symbols and claims on food product
packages and find it di_cult to accurately judge their meaning when making purchase decisions.
Based on the heuristic-systematic model (HSM), this paper aims to identify cognitive mechanisms
to reduce the heuristic credibility of organic advertising claims and to increase the motivation
for searching for more reliable information when making product judgements. Particularly,
we hypothesize that knowledge and defense and accuracy motivations a_ect organic claim credibility,
which in turn is related to organic product judgement. Data collected from an experimental
between-subject study with a sample of 412 Spanish undergraduates was analyzed using partial
least squares. The results indicated that claim credibility was directly related to the attribution of
organic properties to products, and was a_ected by defense motivation especially when appropriate
knowledge was not available. Improving consumers’ knowledge reduced organic claim credibility
and triggered a positive e_ect of accuracy motivation on credibility. The findings stress the importance
of improving the regulation of ambitious advertising claims and developing specific educational
campaigns to empower consumers and prevent biased purchase decisions of organic products.
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