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Effects of Farmers’ Facial Expression on Consumers’ Responses in Print Advertising of Local Food: The Moderating Role of Emotional Intelligence
المؤلفون المشاركون
المصدر
العدد
المجلد 2020، العدد 2020 (31 ديسمبر/كانون الأول 2020)، ص ص. 1-11، 11ص.
الناشر
Hindawi Publishing Corporation
تاريخ النشر
2020-09-15
دولة النشر
مصر
عدد الصفحات
11
الملخص EN
In the context of ethical consumption, we examine the effects of farmers’ facial expression in print advertising on consumers’ responses to local food.
Furthermore, we try to verify the moderating role of emotional intelligence (EI) on consumers’ responses to the advertising message strategy.
The advertising message strategy that connects farmers and consumers is expected to create more favorable responses among consumers toward local food and its retailers.
This study examines consumers’ responses (perceived product quality, trust, and a positive attitude toward the local food retailer) to three conditions of farmers’ facial expression in the advertisement (neutral facial expression, positive facial expression, and product only, with no portrait) across two levels of EI (low and high).
We find that farmers’ positive facial expressions in the advertisements have the greatest positive effects on consumers’ perceived product quality, trust, and attitude toward the local food retailer under a high level of EI.
Therefore, individuals with a high level of EI were more influenced by facial expressions in print advertising, whereas those with a low level of EI were less influenced by facial expressions in print advertising, and their responses were indifferent to whether the local food farmer had a neutral or a positive facial expression in print advertising.
Our findings suggest that marketing practitioners consider personal characteristics such as EI in persuading local food consumers in target markets to implement strategies to promote local food purchase and consumption.
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
Seo, Yumi& Kang, Yeong Seon. 2020. Effects of Farmers’ Facial Expression on Consumers’ Responses in Print Advertising of Local Food: The Moderating Role of Emotional Intelligence. Journal of Food Quality،Vol. 2020, no. 2020, pp.1-11.
https://search.emarefa.net/detail/BIM-1184859
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
Seo, Yumi& Kang, Yeong Seon. Effects of Farmers’ Facial Expression on Consumers’ Responses in Print Advertising of Local Food: The Moderating Role of Emotional Intelligence. Journal of Food Quality No. 2020 (2020), pp.1-11.
https://search.emarefa.net/detail/BIM-1184859
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
Seo, Yumi& Kang, Yeong Seon. Effects of Farmers’ Facial Expression on Consumers’ Responses in Print Advertising of Local Food: The Moderating Role of Emotional Intelligence. Journal of Food Quality. 2020. Vol. 2020, no. 2020, pp.1-11.
https://search.emarefa.net/detail/BIM-1184859
نوع البيانات
مقالات
لغة النص
الإنجليزية
الملاحظات
Includes bibliographical references
رقم السجل
BIM-1184859
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي
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تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر
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