The impact of the maximiser linguistic device on consumer evaluations of food products
The impact of the maximiser linguistic device on consumer evaluations of food products
This thesis explores the use and effects of maximisers when included within Health and Nutrition
(H&N) claims on food product packaging, with direct relevance for industry practice. Four separate
studies were carried out in support of this thesis, one field study and three online experimental
studies.
The effects of the maximiser language device were investigated through an online field
experiment, conducted through the Facebook Ads Manager platform, with the results
demonstrating that the use of maximisers has a positive effect on product likeability among
Facebook users. The first online experimental study then demonstrated the informality features of
maximisers, and highlighted the importance of consumer perceived congruence bet ween the
language used in advertising a product and the retail environment in which the product is
encountered. Results from this study showed that the used of maximisers in H&N claims has a
positive direct effect on product likeability.
The second online experimental study extended on the concept of perceived congruence from
the first online study, investigating the congruence between the use of language and customer
comments and reviews, and its effect on perceptions of and purchase intentions towards a product.
The study demonstrated the sincerity and affirmation features of maximisers, and showed the
interaction of these features with online reviews, with the presence of maximisers having a
moderating influence of product perceptions when bad reviews are present.
The third and final online experimental study tested the effect of maximisers in a realistic setting,
investigating the effects of cognitive load on evaluations of and purchase intentions towards a
product. The findings showed maximisers work effectively when consumers are cognitively
available, with a reversed effect apparent when consumers are subjected to a high cognitive load.
The findings from the experimental studies have potential for impact in industry practice in the
marketing and advertising of food products, and for the design of food packaging, as well as for
policy-makers aiming to protect consumers and consumer interests related to food advertising.
University of Southampton
Zhao, Ruoyu
109ed307-54ac-4064-aec8-2de09080c6ed
April 2022
Zhao, Ruoyu
109ed307-54ac-4064-aec8-2de09080c6ed
Chen, Cheng
fd7f1d55-ca39-4735-ae81-a2fd2aba0963
Zhao, Ruoyu
(2022)
The impact of the maximiser linguistic device on consumer evaluations of food products.
University of Southampton, Doctoral Thesis, 286pp.
Record type:
Thesis
(Doctoral)
Abstract
This thesis explores the use and effects of maximisers when included within Health and Nutrition
(H&N) claims on food product packaging, with direct relevance for industry practice. Four separate
studies were carried out in support of this thesis, one field study and three online experimental
studies.
The effects of the maximiser language device were investigated through an online field
experiment, conducted through the Facebook Ads Manager platform, with the results
demonstrating that the use of maximisers has a positive effect on product likeability among
Facebook users. The first online experimental study then demonstrated the informality features of
maximisers, and highlighted the importance of consumer perceived congruence bet ween the
language used in advertising a product and the retail environment in which the product is
encountered. Results from this study showed that the used of maximisers in H&N claims has a
positive direct effect on product likeability.
The second online experimental study extended on the concept of perceived congruence from
the first online study, investigating the congruence between the use of language and customer
comments and reviews, and its effect on perceptions of and purchase intentions towards a product.
The study demonstrated the sincerity and affirmation features of maximisers, and showed the
interaction of these features with online reviews, with the presence of maximisers having a
moderating influence of product perceptions when bad reviews are present.
The third and final online experimental study tested the effect of maximisers in a realistic setting,
investigating the effects of cognitive load on evaluations of and purchase intentions towards a
product. The findings showed maximisers work effectively when consumers are cognitively
available, with a reversed effect apparent when consumers are subjected to a high cognitive load.
The findings from the experimental studies have potential for impact in industry practice in the
marketing and advertising of food products, and for the design of food packaging, as well as for
policy-makers aiming to protect consumers and consumer interests related to food advertising.
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Published date: April 2022
Identifiers
Local EPrints ID: 457453
URI: http://eprints.soton.ac.uk/id/eprint/457453
PURE UUID: 17d17852-e58a-4426-a421-113be97fcce8
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Date deposited: 08 Jun 2022 16:53
Last modified: 17 Mar 2024 03:35
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