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Influence of the Framing Effect, Anchoring Effect, and Knowledge on Consumers’ Attitude and Purchase Intention of Organic Food

Frontiers in psychology, 2020-08, Vol.11, p.2022-2022 [Peer Reviewed Journal]

COPYRIGHT 2020 Frontiers Research Foundation ;Copyright © 2020 Shan, Diao and Wu. 2020 Shan, Diao and Wu ;ISSN: 1664-1078 ;EISSN: 1664-1078 ;DOI: 10.3389/fpsyg.2020.02022 ;PMID: 32903292

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  • Title:
    Influence of the Framing Effect, Anchoring Effect, and Knowledge on Consumers’ Attitude and Purchase Intention of Organic Food
  • Author: Shan, Lijie ; Diao, Haimeng ; Wu, Linhai
  • Subjects: anchoring effect ; consumers’ attitude ; framing effect ; Marketing research ; Natural foods industry ; organic food ; Organic foods ; product knowledge ; Psychology ; purchase intention
  • Is Part Of: Frontiers in psychology, 2020-08, Vol.11, p.2022-2022
  • Description: This article explores consumers’ attitude toward and purchase intention of organic food regarding the influence of the framing effect and anchoring effect and the role of knowledge. Our findings suggest that whether message framing describes the benefits of buying organic food or the loss resulting from a failure to buy organic food, significantly influences consumers’ attitude and purchase intention. In addition, presenting an anchor price in advertisements also significantly influences consumers’ judgment. These results indicate that a negatively framed message induces a more favorable attitude and purchase intention than a positively framed message, a low anchor price is more favorable than a high one, and the interaction effect of framing and anchoring is not significant at the 1% level. Finally, consumers with less organic food knowledge are more susceptible to framing and anchoring effects. These results provide suggestions for appropriate message framing and price anchoring to enhance consumption within the organic industry.
  • Publisher: Frontiers Research Foundation
  • Language: English
  • Identifier: ISSN: 1664-1078
    EISSN: 1664-1078
    DOI: 10.3389/fpsyg.2020.02022
    PMID: 32903292
  • Source: Open Access: DOAJ Directory of Open Access Journals
    Freely Accessible Journals
    PubMed Central
    ROAD: Directory of Open Access Scholarly Resources
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