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A Different Approach to an Old Problem: A Qualitative Study on the Role of Analytical and Experiential Processing on Consumers' Interpretation of Organic

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Abstract:

Studies on information processing have traditionally relied on laboratory experiments. Although of predictive value, experiments do not reveal the nuances of information processing. This exploratory study investigates how the analytical (systematic, rational, linear) information and experiential (intuitive, heuristic, holistic) processing in concert manifest in the meanings interviewees make of products labeled organic. Despite that the United States Department of Agriculture (USDA) prohibits the use of the word in a misleading manner, it does not bar organizations from using the term “organic” in their company names and logos, yet more and more people relying in organic labels to make their purchasing decisions. So, how do patrons of organic products process the organic label? Results suggest that contrary to the dichotomization of analytical and experiential information processing modes, participants demonstrate ample knowledge of the meaning of organic, but the meaning they ascribe to the labels were also derived from past experiences, upbringing, family values, environmental values, among others. They rely on the label even when they think the label has become a buzzword, and may not actually be a good estimate of how healthy food is. Implications of the results for theory, advertising, targeted marketing, as well as public policy deliberations are discussed.

Most Common Document Word Stems:

organ (157), food (96), process (71), product (65), experienti (59), system (57), analyt (54), label (54), consum (54), studi (54), inform (46), make (32), intuit (26), ration (26), use (26), interpret (25), run (24), head (23), decis (22), interviewe (22), buy (20),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


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URL: http://citation.allacademic.com/meta/p670720_index.html
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MLA Citation:

Ofori-Parku, S. Senyo. "A Different Approach to an Old Problem: A Qualitative Study on the Role of Analytical and Experiential Processing on Consumers' Interpretation of Organic" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 <Not Available>. 2018-08-30 <http://citation.allacademic.com/meta/p670720_index.html>

APA Citation:

Ofori-Parku, S. , 2013-08-08 "A Different Approach to an Old Problem: A Qualitative Study on the Role of Analytical and Experiential Processing on Consumers' Interpretation of Organic" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC Online <APPLICATION/PDF>. 2018-08-30 from http://citation.allacademic.com/meta/p670720_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Studies on information processing have traditionally relied on laboratory experiments. Although of predictive value, experiments do not reveal the nuances of information processing. This exploratory study investigates how the analytical (systematic, rational, linear) information and experiential (intuitive, heuristic, holistic) processing in concert manifest in the meanings interviewees make of products labeled organic. Despite that the United States Department of Agriculture (USDA) prohibits the use of the word in a misleading manner, it does not bar organizations from using the term “organic” in their company names and logos, yet more and more people relying in organic labels to make their purchasing decisions. So, how do patrons of organic products process the organic label? Results suggest that contrary to the dichotomization of analytical and experiential information processing modes, participants demonstrate ample knowledge of the meaning of organic, but the meaning they ascribe to the labels were also derived from past experiences, upbringing, family values, environmental values, among others. They rely on the label even when they think the label has become a buzzword, and may not actually be a good estimate of how healthy food is. Implications of the results for theory, advertising, targeted marketing, as well as public policy deliberations are discussed.


Similar Titles:
Analytic Intuition and Intuitive Rationality: Interacting Systems Processing Threatening Anecdotes


 
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