Contribution of Food Commercials' Informational/Emotional Appeals to Japanese Consumer Attitude and Purchase Intention

抄録

Consumer response toward food commercial films was examined in this paper, and we quantitatively measured the contribution of informational/emotional appeals to consumers' attitudes and purchase intentions. First, we evaluated impressions of ten samples of existing natural food television commercials. Second, we designed eight original commercial films for a plant factory's products in order to examine whether purchase intention can be controlled by applying different strengths of informational/emotional appeals. The results of multiple regression analysis indicated that a feeling of safety, one of the emotional appeals, explained more than 70% of the variance of purchase intention for both natural food and plant factory commercial films. Interest, another emotional appeal, significantly contributed to favorable attitude. However, informational appeals did not significantly contribute to purchase intention or favorability. Our quantitative analysis suggests that emotional appeals in food commercials may have stronger impacts on purchase intention and favorable attitude than informational appeals