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Using communication strategies to design food marketing strategies: the "pork fat" rumor in Indonesia

This research focuses on strategies that may be Effective in Combating rumor in Indonesia. The Purpose of This study is to Help business leaders in Indonesia change consumers' attitudes toward products that have been targets of Rumor. The empirical testing was conducted by experimental method procedures, with the help of 305 students from University Muhammadiyah Malang, Indonesia, as subjects. This study used a 3x5 factorial ( experiment ) design which involved two treatments : three levels of rumor commentator ( '' negative,'' ''neutral,'' and positive '' ) and five levels of rumor - quelling strategy ( '' refutation by a low credibility source, '' ''refutation by a neutral source, '' storage startegy, retrievel strategy, and a ''do-nothing'' strategy ). The strategies were developed based largely on two previous studies, Tybout, Calder and Strenthal 9 1981 ) and Iyer and Debevec ( 1991 ). The dependent variable was attitude toward a rumored food product. This research partially confirms findongs of a previous study that found the effectiveness of the rumor quelling strategies varies with rumor commentator ( Iyer & Debeved { 1991 } used rumor origin rather than commentator, but the two are similiar ). However, this study did not confirm findings of previous studies regarding the potential usefulness of a ''do - nothing '' strategy. Indeed. this study found that in all conditions of rumor commentator, the ''do-nothing'' strategy was least effective in its ability to change..April 1998

Ketersediaan

Call NumberLocationAvailable
DMA 0008PSB lt.dasar - Pascasarjana1
Penerbit Urbana University of Illinois.,
Edisi -
Subjek Marketing
Food
Communication strategy
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik -
Info Detail Spesifik -
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