Message Framing, Source Credibility, and Consumer Risk Perception with Motivation as Moderating Variable in Functional Food Advertisements
Euis Soliha, Basu Swastha Dharmmesta, B.M. Purwanto, Suci Paramitasari Syahlani

Abstract
Promotion is important in marketing. One such tool is the advertising campaign. Advertising is meant to inform, persuade, or remind. In order to achieve these objectives, the ad must be packaged properly in order for consumers to respond as expected. There are some things that need to be considered by marketers in advertising, among endorser and message framing. For functional food marketers, advertising is also an important thing. Functional food manufacturers need to inform customers and prospects about the product. This study was to analyze the use of message framing and source credibility appropriate use of functional food products in advertising. The research strategy used by the researchers is the experimental method. Categories experimental design used in this study is experimental lab. Factorial design experiments in this study are: 2x1 between subjects at the time of testing of hypotheses 1 and 2; 2x2 between subjects at the time of testing hypothesis 3, 4, 5; 2x2x2 between subjects at the time of testing of hypothesis 6. Testing hypotheses used analysis of variance (ANOVA). So from the whole hypothesis testing can be concluded that the functional food product, the more effective message framing is used a negative message framing. Consumers feel less risk perception in functional food advertising with a negative message framing. The source credibility is more effectively used in functional food products are high source credibility. Consumers feel less risk perception in functional food advertising delivered by high source credibility. In ads that combine aspects of message framing and source credibility, apparently participants will focus more on the aspects of message framing. Ads that combine aspects of message framing and source credibility would be more effective to use for consumers who have a rational motive.

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