{"title":"健康,但要大声说出来?饭店健康食品宣传的信息传递效应","authors":"Lu Lu, Ruiying Cai","doi":"10.1177/10963480221087965","DOIUrl":null,"url":null,"abstract":"This research aims to examine the role of menu messaging (implicit vs. explicit) used to disclose the healthy food item in shifting diner perceptions and purchase intentions. Drawing on a consumer experiment, the results establish a menu messaging effect on diners’ purchase intentions of healthy items and the underlying mechanism via psychological reactance and perceived attractiveness. Explicit (vs. implicit) messaging negatively affects consumer purchase intentions, which is due to 1) increased psychological reactance (i.e., perceived threat of freedom and counterarguing) and 2) decreased perceived attractiveness. The menu messaging effect is further conditioned by diners’ goal orientation (pleasure vs. goal). Under a goal-driven mindset, the messaging effect is more pronounced compared to a pleasure-driven mindset. This research is among the first to establish a significant role of menu messaging in healthy item communication at restaurants. Theoretical and managerial are further elaborated.","PeriodicalId":51409,"journal":{"name":"Journal of Hospitality & Tourism Research","volume":"11 1","pages":"1399 - 1424"},"PeriodicalIF":4.4000,"publicationDate":"2022-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Healthy, But Say It Out Loud? The Messaging Effect on Restaurants’ Healthy Food Promotion\",\"authors\":\"Lu Lu, Ruiying Cai\",\"doi\":\"10.1177/10963480221087965\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This research aims to examine the role of menu messaging (implicit vs. explicit) used to disclose the healthy food item in shifting diner perceptions and purchase intentions. Drawing on a consumer experiment, the results establish a menu messaging effect on diners’ purchase intentions of healthy items and the underlying mechanism via psychological reactance and perceived attractiveness. Explicit (vs. implicit) messaging negatively affects consumer purchase intentions, which is due to 1) increased psychological reactance (i.e., perceived threat of freedom and counterarguing) and 2) decreased perceived attractiveness. The menu messaging effect is further conditioned by diners’ goal orientation (pleasure vs. goal). Under a goal-driven mindset, the messaging effect is more pronounced compared to a pleasure-driven mindset. This research is among the first to establish a significant role of menu messaging in healthy item communication at restaurants. Theoretical and managerial are further elaborated.\",\"PeriodicalId\":51409,\"journal\":{\"name\":\"Journal of Hospitality & Tourism Research\",\"volume\":\"11 1\",\"pages\":\"1399 - 1424\"},\"PeriodicalIF\":4.4000,\"publicationDate\":\"2022-04-08\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Hospitality & Tourism Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/10963480221087965\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Hospitality & Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/10963480221087965","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
Healthy, But Say It Out Loud? The Messaging Effect on Restaurants’ Healthy Food Promotion
This research aims to examine the role of menu messaging (implicit vs. explicit) used to disclose the healthy food item in shifting diner perceptions and purchase intentions. Drawing on a consumer experiment, the results establish a menu messaging effect on diners’ purchase intentions of healthy items and the underlying mechanism via psychological reactance and perceived attractiveness. Explicit (vs. implicit) messaging negatively affects consumer purchase intentions, which is due to 1) increased psychological reactance (i.e., perceived threat of freedom and counterarguing) and 2) decreased perceived attractiveness. The menu messaging effect is further conditioned by diners’ goal orientation (pleasure vs. goal). Under a goal-driven mindset, the messaging effect is more pronounced compared to a pleasure-driven mindset. This research is among the first to establish a significant role of menu messaging in healthy item communication at restaurants. Theoretical and managerial are further elaborated.
期刊介绍:
The Journal of Hospitality & Tourism Research (JHTR) is an international scholarly research journal that publishes high-quality, refereed articles that advance the knowledge base of the hospitality and tourism field. JHTR focuses on original research, both conceptual and empirical, that clearly contributes to the theoretical development of our field. The word contribution is key. Simple applications of theories from other disciplines to a hospitality or tourism context are not encouraged unless the authors clearly state why this context significantly advances theory or knowledge. JHTR encourages research based on a variety of methods, qualitative and quantitative.