Comparing the Effectiveness of Information Framing Strategy on Utilitarian and Hedonic Food Product Packaging
The increasing adoption of framing strategy among food marketers and advertisers generates inquiries about the effectiveness of the strategy. Product messages with different framing strategy are expected to stimulate different consumer responses. This research investigates the difference of consumer...
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| Format: | Article |
| Language: | English |
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Bogor Agricultural University
2018-03-01
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| Series: | Jurnal Manajemen & Agribisnis |
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| Online Access: | http://journal.ipb.ac.id/index.php/jmagr/article/view/15767 |