Getting the message: Framing food recall messages to increase consumer protection motivations

Abstract

Previous research has shown that positive or negative message framing is a relevant factor in influencing behavioral intentions. Modifying recall message framing may be useful for increasing responses to high-risk food product recalls targeted to consumers. This study used a prospect theory message framing manipulation to discover the impact of positive, negative, and control condition messages on protection motivation theory constructs in an online experimental design. This study found that framing messages in a gain or control condition, and highlighting self-efficacy helps people feel capable of taking preventive action; alternatively, appealing to locus of control makes people feel as if they can make good choices to deal with the food recall. Proactive coping positively influences adaptive protection motivations in all three message frames tested. Once a recall message is broadcast, businesses should stress reactive coping or how to effectively deal with the stated risk. To avoid maladaptive protection motivations if a business uses a typical recall message (no gain-loss framing), it should stress the seriousness/severity of the recall because perceived severity makes it less likely that consumers will ignore the recall message. Emphasize self-efficacy in all message frames because people who demonstrate high self-efficacy are less likely to ignore recall messages.

Keywords:

• Decision making
• Food habits
• Food safety
• Risk reduction behavior

Author information

Gregory P. Clare is Assistant Professor in the Design, Housing, and Merchandising Department at Oklahoma State University. He graduated from Michigan State University in 2012 with a PhD in retailing and holds a MBA in Human Resource Management from University of Phoenix. Prior to pursuing a career in academia, he worked for over 20 years in the retailing industry in various capacities. His research interests include product recalls, nutrition labels, packaging design, health communications, message design, and consumer behavior.

Patricia Huddleston is Professor in the Advertising and Public Relations Department at Michigan State University. Her research interest includes a broad range of consumer behavior topics.