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  • The interactive effect of numerical precision and message framing in increasing consumer awareness of food waste issues

    Author(s)
    Khalil, M
    Septianto, F
    Lang, B
    Northey, G
    Griffith University Author(s)
    Northey, Gavin
    Year published
    2021
    Metadata
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    Abstract
    Food waste has become a pressing problem in the world, leading to a range of economic, social, and environmental issues. As a result, there are increasing calls to develop effective messages that can increase consumer awareness of food waste and its negative impacts. Drawing upon a recent research on the influences of numerical precision on consumer decision making, the present research tests the ‘match-up’ effects between numerical precision and message framing on consumer awareness of food waste issues. Two experimental studies (Ntotal = 799) show that more (vs. less) precise numerical information can increase consumer ...
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    Food waste has become a pressing problem in the world, leading to a range of economic, social, and environmental issues. As a result, there are increasing calls to develop effective messages that can increase consumer awareness of food waste and its negative impacts. Drawing upon a recent research on the influences of numerical precision on consumer decision making, the present research tests the ‘match-up’ effects between numerical precision and message framing on consumer awareness of food waste issues. Two experimental studies (Ntotal = 799) show that more (vs. less) precise numerical information can increase consumer awareness of food waste issues when combined with a loss message framing, whereas less (vs. more) precise numerical information is more effective when combined with a gain message framing. This research also examines the role of time availability as a boundary condition, such that when perceptions of time availability is heightened or reduced, the predicted effects are attenuated. Theoretical and managerial implications are discussed.
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    Journal Title
    Journal of Retailing and Consumer Services
    Volume
    60
    DOI
    https://doi.org/10.1016/j.jretconser.2021.102470
    Subject
    Marketing
    Publication URI
    http://hdl.handle.net/10072/401586
    Collection
    • Journal articles

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