11 research outputs found
Repeat Purchase Amid Rapid Quality Improvement: Structural Estimation of Demand for Personal Computers
Mining the internet for linguistic and social data: An analysis of ‘carbon compounds’ in Web feeds
Internet Gambling Regulation Present and Future: Technology Outpaces Legislation as the MMORPG Problem Emerges
The effect of ad appeals and message framing on consumer responses to plant-based menu items
While the recent surge of meat-like items on restaurant menus has received considerable attention, little is known how to encourage consumers to choose such novel dishes. To address this gap, we investigate the role of various communication strategies in making plant-based menu items more attractive. The results from Study 1 suggest that using a social appeal in the ad increases consumers’ preference for plant-based menu items via anticipated pleasure, but a health appeal does not. The results from Study 2 demonstrate that information on social costs induces feelings of ambivalence toward meat eating, thus making plant-based menu items more desirable. However, information on health risks of meat consumption does not have such an effect. Practical implications for promoting plant-based menu items are discussed