Comparing the Effectiveness of Information Framing Strategy on Utilitarian and Hedonic Food Product Packaging

The increasing adoption of framing strategy among food marketers and advertisers generates inquiries about the effectiveness of the strategy. Product messages with different framing strategy are expected to stimulate different consumer responses. This research investigates the difference of consumer attitude and purchase intention towards the framed product when consumers are exposed to food labels with different types of food product (hedonic vs utilitarian) using different framing strategy (positive vs negative). A lab experimental design was prepared involving 160 participants. Chocolate was examined to represent hedonic product while packaged milk was used as utilitarian product. Data were analyzed using ANOVA and multiple linear regression. Findings suggested that the effectiveness of framing strategy was moderated by product type. Positive framing was found to be more effective for hedonic food products, while for utilitarian food product, it was more favorable to adopt negative framing

IDENTITAS SOSIAL, NORMA KELOMPOK, KEPERCAYAAN DAN ONLINE HELPING BEHAVIOR PADA KOMUNITAS SOSIAL BERBASIS FACEBOOK

Abstract. AIMI (Association of Indonesian Breastfeeding Mothers) is one of the nonprofitentities in Indonesia that relies on its social media account to facilitate itsmembers to help and support each other in issues related with breastfeeding activities.This research investigates whether social identity, member’s trust to the group andother members, and group norms are the antecedents of online helping behavior inAIMI Facebook Group. Data was collected using online questionnaire posted on theAIMI online forum in Facebook. Respondents were AIMI members recruited usingjudgment sampling; which allowed only member who had posted their ideas orthoughts or comments in the AIMI online forum in Facebook. Findings suggest that thestronger the social identity shared among members of the community, the greater thetrust and group norms developed among the members. Greater trust and group normslead to greater likelihood of online helping behavior among the membersKeywords: social identity, online helping behavior, trust, community, social mediaAbstrak. AIMI (Asosiasi Ibu Menyusui Indonesia) adalah suatu lembaga non-profit diIndonesia yang mengandalkan akun media sosial mereka untuk memfasilitasianggotanya untuk saling mendukung dalam kegiatan-kegiatan yang berhubungandengan aktivitas menyusui. Penelitian ini menyelidiki apakah identitas sosial,kepercayaan anggota, dan norma kelompok merupakan anteseden online helpingbehavior pada AIMI Facebook Group. Data diperoleh dengan menyebarkan kuesioneronline yang diposting di Facebook page AIMI. Responden adalah anggota AIMIdirekrut melalui judgment sampling; dengan kriteria yang membatasi hanya anggotaAIMI yang pernah melakukan posting di forum tersebut yang direkrut sebagairesponden..Temuan penelitian ini menyatakan bahwa online helping behavior dapattercipta dari identitas sosial yang kuat, kepercayaan besar, dan norma kelompok diantara anggotanya.Kata Kunci: identitas sosial, online helping behavior, trust, community, media sosia

Comparing the Effectiveness of Information Framing Strategy on Utilitarian and Hedonic Food Product Packaging

The increasing adoption of framing strategy among food marketers and advertisers generates inquiries about the effectiveness of the strategy. Product messages with different framing strategy are expected to stimulate different consumer responses. This research investigates the difference of consumer attitude and purchase intention towards the framed product when consumers are exposed to food labels with different types of food product (hedonic vs utilitarian) using different framing strategy (positive vs negative). A lab experimental design was prepared involving 160 participants. Chocolate was examined to represent hedonic product while packaged milk was used as utilitarian product. Data were analyzed using ANOVA and multiple linear regression. Findings suggested that the effectiveness of framing strategy was moderated by product type. Positive framing was found to be more effective for hedonic food products, while for utilitarian food product, it was more favorable to adopt negative framing

Respon Konsumen pada Mobile Advergames: Intrusiveness dan Irritation

Abstrak. Meningkatnya penggunaan mobile advergames untuk menyampaikan pesan pemasaran belum diikuti dengan bukti empiris efektivitasnya. Penelitian ini bertujuan menguji pengaruh mobile advergames intrusiveness terhadap consumer irritation, sikap pada iklan, sikap pada produk yang diiklankan, dan niat beli konsumen. Pengujian efektivitas mobile advergames ini didasarkan pada fenomena meningkatnya penggunaan media mobile untuk menyampaikan pesan pemasaran pada konsumen dari kelompok demografis yang berbeda. Kerangka konseptual penelitian dibangun berdasarkan Advertising Avoidance Theory. Untuk pengumpulan data, self-administered survey dilakukan dengan menerapkan purposive sampling dan melibatkan 213 responden yang berdomisili di Surabaya dan pernah memainkan mobile games. Hasil penelitian menunjukkan bahwa semakin konsumen merasa bahwa iklan yang muncul pada mobile advergames mengganggu kenyamanan mereka (intrusive), semakin kuat perasaan marah (irritation) yang terbentuk pada diri konsumen. Perasaan marah konsumen berpengaruh negatif dalam pembentukan sikap pada mobile advergames dan sikap pada produk yang diiklankan. Semakin baik sikap pada mobile advergames berpengaruh pada semakin positif sikap konsumen pada produk yang diiklankan. Begitu pula semakin positif sikap konsumen pada produk yang diiklankan, semakin positif pula niat konsumen untuk membeli. Menariknya, sikap pada mobile advergames tidak berpengaruh terhadap niat beli. Hasil penelitian ini memberikan kontribusi bagi praktisi pemasaran yang menggunakan mobile advergames sebagai media placement dalam strategi periklanan mereka.Kata kunci: intrusiveness, irritation, mobile advergames, sikap, iklanAbstract. Increasing adoption of mobile advergames to deliver marketing messages has not been followed by empirical findings to support its effevtiveness. This research attempts to examine the effect of mobile advergames intrusiveness on consumer irritation, attitudes, and purchase intention. This investigation on mobile advergame effectiveness was based on the increasing use of mobile media to deliver marketing messages to consumers from different demographic background. Conceptual framework was developed based on Advertising Avoidance Theory. For data collection, self-administered survey was conducted by adopting purposive sampling involving 213 respondents residing in Surabaya who have had experience in playing mobile game as respondents. Results indicate that intrusiveness positively affects consumer irritation. Consumer irritation negatively affects attitude towards the mobile advergames and attitude towards the advertised product. The better the consumer attitude towards the mobile advergames, the more positive the attitude towards the advertised product. Moreover, the more positive the attitude towards the advertised product, the greater the consumer intention to purchase. Interestingly, consumer attitude toward the mobile advergames has insignificant influence on purchase intention. Findings of the study offer significant contribution to marketing practices using mobile advergames as media placement in their advertising strategy.Keywords: intrusiveness, irritation, mobile advergames, attitude, advertisin

Information quality, homophily, and risk propensity: Consumer responses to online hotel reviews

Searching through online review sites becomes an alternative for consumers to obtain product information. The efficiency and effectiveness in finding quality information on the online review sites contributes to the popularity of online review sites among consumers at the moment. There are some previous studies discussing consumer trust on hotels being reviewed on online review sites, but the roles of information quality, homophily, and consumer risk propensity as antecedents of trust and online purchase intention are still questionable. The purpose of this study is to investigate how information quality, homophily, and consumer risk propensity affect consumer trust on hotels being reviewed on online review sites and on intention to make a reservation. A survey involving 430 young travelers from 16 countries was conducted in popular tourist destination. Results confirm that information quality influences consumers’ trust on hotel being reviewed and intention to make reservation. Moreover, consumer online trust is also found to affect intention to make reservation

Travelers’ responses to online information on consumer-generated media for travel-related services

This research is aimed to investigate how travel consumers respond to online information posted in Consumer-Generated Media. It was examined the impact of consumer characteristics (risk propensity and Internet experience), information characteristics (information valence and information quality), and source characteristics (source identity and similarity) on consumer perception of information credibility, trust in the travel services being discussed, and intention to purchase the services. Hypotheses and research questions were proposed based on the concept of uncertainty reduction and information processing. A 3x2 between-subject experimental research design was developed. Information valence and source identity were manipulated. The survey was conducted at several popular tourist destinations in Bali involving 1939 real travel consumers holidaying in Bali as participants.Results show significant effects of risk propensity, information quality, and similarity on perception of information credibility, trust in travel services being reviewed, and intentions to purchase the services. Internet experience was found not significant in affecting credibility, trust, and purchase intention. The study also confirmed the main and interaction effects of information valence and source identity on perception of information credibility, trust in travel services being reviewed, and intentions to purchase the services. Information with identified source was perceived to be more credible and leads to greater trust and consumer purchase intention than unidentified information. Balanced information was found to have greatest impact on credibility, trust, and intention. Positive information was suggested to have the least impact on credibility, as well as negative information on trust and purchase intention. The interaction of balanced information with identified source was found to have the greatest influence on credibility, trust, and intention, while negative information with unidentified source was found to have the least effect. Several conceptual, methodological, and research contributions offered by this study are also discussed

IDENTITAS SOSIAL, NORMA KELOMPOK, KEPERCAYAAN DAN ONLINE HELPING BEHAVIOR PADA KOMUNITAS SOSIAL BERBASIS FACEBOOK

Abstract. AIMI (Association of Indonesian Breastfeeding Mothers) is one of the nonprofit entities in Indonesia that relies on its social media account to facilitate its members to help and support each other in issues related with breastfeeding activities. This research investigates whether social identity, member’s trust to the group and other members, and group norms are the antecedents of online helping behavior in AIMI Facebook Group. Data was collected using online questionnaire posted on the AIMI online forum in Facebook. Respondents were AIMI members recruited using judgment sampling; which allowed only member who had posted their ideas or thoughts or comments in the AIMI online forum in Facebook. Findings suggest that the stronger the social identity shared among members of the community, the greater the trust and group norms developed among the members. Greater trust and group norms lead to greater likelihood of online helping behavior among the members Keywords: social identity, online helping behavior, trust, community, social media Abstrak. AIMI (Asosiasi Ibu Menyusui Indonesia) adalah suatu lembaga non-profit di Indonesia yang mengandalkan akun media sosial mereka untuk memfasilitasi anggotanya untuk saling mendukung dalam kegiatan-kegiatan yang berhubungan dengan aktivitas menyusui. Penelitian ini menyelidiki apakah identitas sosial, kepercayaan anggota, dan norma kelompok merupakan anteseden online helping behavior pada AIMI Facebook Group. Data diperoleh dengan menyebarkan kuesioner online yang diposting di Facebook page AIMI. Responden adalah anggota AIMI direkrut melalui judgment sampling; dengan kriteria yang membatasi hanya anggota AIMI yang pernah melakukan posting di forum tersebut yang direkrut sebagai responden..Temuan penelitian ini menyatakan bahwa online helping behavior dapat tercipta dari identitas sosial yang kuat, kepercayaan besar, dan norma kelompok di antara anggotanya. Kata Kunci: identitas sosial, online helping behavior, trust, community, media sosia

Investigasi Atas Perilaku Konsumen Musik Indonesia Dalam Menggunakan Produk Musik Bajakan

The increasing adoption of pirated music products intesifies the needs to understand factors influecing consumers to buy pirated music products. This study examines the impact of attribute satisfaction, singer idolization, prosecution risk, social consensus, maginitude of consequences, and proximity on consumer attitude toward pirated music products and their intention to buy the products. Data was collected through online survey distributed on Facebook involving pirated music product consumers. Findings suggest that attribute satisfaction, maginitude of consequences, and proximity affect attitude toward the pirated music products, while attribute satisfaction, prosecution risk, social consensus, and maginitude of consequences influence consumer intention to buy pirated products. Research contributions and implications are discussed

Credibility of online reviews and initial online trust in hotel services: the roles of similarity and review quality

As a new type of word-of-mouth media, online hotel review sites have a significant role in travelers’ decision making. Despite of growing popularity and adoption among travelers, online reviews are often questioned for their credibility. The purpose of this study is to investigate how review quality and perceived similarity affect travelers’ perception of credibility of the reviews and their initial trust in the hotel being reviewed. A survey involving 430 real travelers from 16 countries was conducted in popular tourist destination. Results confirm that (1) review quality affects credibility and initial trust in hotel services; (2) similarity affects credibility and initial trust in hotel services; (3) credibility of online reviews affects initial trust in hotel services