- The influence of regulatory fit on evaluation and intentions to buy genetically modified foods: The mediating role of social identification
- Journal of Marketing Communications
- Volume | Issue number
- 16 | 1-2
- Pages (from-to)
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
The present study examines how communicated messages could be effective in affecting consumers' attitudes and behavioural intentions regarding genetically modified (GM) foods. Based on Regulatory Focus Theory, it was hypothesized that exposure to a communication message matching a consumer's regulatory orientation (i.e. regulatory fit) leads to more positive attitudes and greater willingness to buy GM foods than exposure to a communication message that does not match with consumer's regulatory orientation. Moreover, it was expected that social identification with the consumer of GM foods mediates the relationship between both regulatory fit and attitudes and regulatory fit and behavioural intentions. The results support our hypotheses by showing that communicated messages that are congruent (vs incongruent) with consumers' regulatory orientations enhanced social identification with the consumer of GM foods, which, in turn, positively affected attitudes and behavioural intentions. Management implications for designing informative messages regarding GM foods are discussed.
- go to publisher's site
If you believe that digital publication of certain material infringes any of your rights or (privacy) interests, please let the Library know, stating your reasons. In case of a legitimate complaint, the Library will make the material inaccessible and/or remove it from the website. Please Ask the Library, or send a letter to: Library of the University of Amsterdam, Secretariat, Singel 425, 1012 WP Amsterdam, The Netherlands. You will be contacted as soon as possible.