14 pages., Online via UI electronic subscription., Examines the impact of gain and loss message framing and issue involvement elicitation on consumer willingness to pay for two food safety enhancing technologies: cattle vaccines against E. coli and direct-fed microbials. Results showed strong consumer preference and willingness to pay for the technologies and consumer welfare gains from their introduction.
Online from publication. 4 pages., Suggestions from a New York City-based exotic fruit influencer and leadership developer Angela Scarfia in leading an online workshop about marketing produce brands and companies on social media.
12 pages., Online via UI electronic subscription, Analysis of five cases of peak social media activity in the Dutch livestock sector. Findings indicated that social media hypes revolved around activism, scandals, and conflicts - each with characteristic patterns of activity, framing, interaction and media interplay. "Our results show the need to adopt a proactive and interactive approach that transcends the view of social media as a mere communication channel to respond in crisis situations."
11 pages., Online via UI e-subscription, Researchers investigated the relative effectiveness of comparative and non-comparative advertising in communicating the differentiating attributes of a brand of pasta among the Italian consumer respondents. Results showed that comparative advertising's effect depends on consumers' perceived differentiation among the brands and consumers' level of involvement with the specific product category.
