Use of new technology and social media
Nina Veflen Olsen
Why new technology and social media?
• Scarecom (BIONÆR project 20014-2016)
– Food Scares: Consumer Perception, Risk Communication and Crisis Management
• PhD student Kasper
– Mining for the wisdom of the crowd
• NovelQ (EU project 2006-2011)
– The main objective is to develop and successfully demonstrate novel processing technologies for improved quality food
– Consumers’ acceptance of food processed by novel technologies.
• Marketing background – Master and PhD
Why inform about the healthiness of a product?
The Unhealthy=Taste Intuition
When information pertaining to the assessment of the
healthiness of food items is provided, the less healthy the item is portrayed to be,
(1) the better is its inferred taste,
(2) the more it is enjoyed during actual consumption, and (3) the greater is the preference for it in choice tasks when a
hedonic goal is more (versus less) salient.
The association between the concepts of “unhealthy” and
“tasty” operates at an implicit level.
Raghunathan, Naylor, Hoyer (2006)
How do we form attitudes?
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NovelQ
Bottom-up attitude formation
Attitude formation by evaluative conditioning
Consumer Acceptance of HPP and PEF
Top-down attitude formation
Olsen, Grünert, Sonne (2010)
Bottom-up and top-down
Mean choice probability, information and treatment
1,00 2,00 3,00 4,00 5,00 6,00 7,00
Tasting Verbal information
Fresh HPP PEF Pasteurized
Olsen, Menichelli, Grünert, Sonne, Szabó, Bánáti, Næs, (2011)
Effect of Direct Experience and Health Benefits on Attitudes and Product Choice
benefit
and health health benefit -.40
-.30 -.20 -.10 .00 .10 .20 .30
Direct experience
Direct experience, no
Control
Standardized factor mean
Attitude to GM in food production Effect of GM on product choice Dependent variable
Lähteenmäki, Grünert, Ueland, Åström, Arvola, Bech-Larsen (2002).
Conclusions
GM foods and consumer information
Consumer attitudes to GM foods cannot be changed through provision of information. Information will only activate the strong pre-existing attitudes and thereby bolster them even further.
Activation of pre-existing attitudes increases their effect on product choice. When attitudes are negative, their activation will decrease consumers‘ preferences for GM foods.
GM foods, health benefits and direct experience
Direct experience with GM products appears to be the only way to bypass such effects.
When additional health benefits are offered, attitudes to GM foods can even be decoupled from consumers‘ general socio-political attitudes.
Social media: What is it?
Blogs
http://fitmedfjordland.com/
• Convey product knowledge
Communities
http://www.myfitnesspal.com/
• Establish and maintain relationships
Micro-blogs
e.g.Twitter
• Create awareness, engagement, short conversations
Social Networks
e.g. Facebook
https://www.facebook.com/fjordland
?ref=profile
• Influence and track beliefs and attitudes
Information Depth
Deep Shallow
Short Life time Long
Weinberg & Pehlivan (2011
)
Blog
Communities
Internet
• Soft Ball
– http://www.youtube.com/watch?v=wgbWvV6Oa4o&feature=player_em bedded
• This city is going on a diet
– http://www.thiscityisgoingonadiet.com/
– http://www.youtube.com/watch?v=2Kgv4lBDf1w&list=UUquZ1mDwMzt 67wD5ovg3HQQ
What’s new?
Presentation of message
Attention
Intention
Action Desire
Hierachy-of-effects models
AIDA
• Lewis formulated the slogan attract attention, maintain interest, create desire in 1898, adding later the fourth term get action
• Applied by communications
practitioners from the 1930s onwards
• Theoretically elaborated and experimentally tested by social
psychologists in the 1960s (McGuire, Wyer)
Message effects example
Emotional messages: fear appeals
Source effects example
Expert sources in testimonial advertising
0 5 10 15 20 25
Immediate 4-weeks later
Percent Change
Trustworthy source Untrustworthy source Process effects example
The sleeper effect
Dual-process models
Elaboration likelihood model (ELM)
• Central route to persuasion
– Higher involvement with product/issue or message – Attention focused on
product/issue-related information
– More elaboration, deeper thoughts about issue
characteristics/product attributes and
consequences
• Peripheral route to persuasion
– Lower involvement with product/issue or message – Attention focused on non- product/issue information – Less elaboration, shallow
thoughts about non-
product/issue information
(Petty & Cacioppo, 1986)
ELM example
Number and quality of arguments under high involvement
0 3 6 9 12
3 9
Number of arguments
Attitude Change
Strong arguments Weak arguments
ELM example
Number and quality of arguments under low involvement
0 3 6 9 12
3 9
Number of arguments
Attitude Change
Strong arguments Weak arguments
Media-effects and public attention
Agenda-setting
• Cohen (1963): ”the press may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about”
• McCombs & Shaw (1972): groundbraking paper in Public Opinion Quarterly
Media-effects and public attention
Media coverage and agenda-setting
(Neuman, 1990)
Wrap up
• The Unhealthy=Taste Intuition
• Consumer attitudes to foods cannot be changed through provision of information
• Direct experience appears to be the only way
• Social media: blogs, micro blogs, social networks and communities – Empower costumers, enables relationship building between
organizations and individual
– Not a perfect substitute for traditional marketing – The psychological mechanisms are the same
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