Marketing fortified rice: Effects of aspirational messaging and credibility of health claims
Studies assessing the impact of information on uptake of preventive health products among the poor have shown mixed results, and little is known about what type of messages are most effective. Drawing on insights from the literature on marketing and consumer behavior, we argue that messages which po...
| Main Authors: | , , |
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| Format: | Artículo preliminar |
| Language: | Inglés |
| Published: |
University of California, Berkeley
2021
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10568/142252 |
| _version_ | 1855528372486012928 |
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| author | Chowdhury, Reajul Crost, Benjamin Hoffmann, Vivian |
| author_browse | Chowdhury, Reajul Crost, Benjamin Hoffmann, Vivian |
| author_facet | Chowdhury, Reajul Crost, Benjamin Hoffmann, Vivian |
| author_sort | Chowdhury, Reajul |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | Studies assessing the impact of information on uptake of preventive health products among the poor have shown mixed results, and little is known about what type of messages are most effective. Drawing on insights from the literature on marketing and consumer behavior, we argue that messages which position a product as aspirational or establish the credibility of its health benefits can increase consumer demand for the product. We test the individual and joint impacts of such messages through a field experiment eliciting willingness to pay for fortified rice in Chandpur District, Bangladesh. We find that the combination of these approaches increases the proportion of participants willing to pay a premium at least equal to the cost of fortification by 18 percentage points. In sharp contrast to the existing literature on welfare stigma, we also show that awareness of free distribution of fortified rice through government programs does not negatively affect consumer demand, but rather appears to lend credibility to health claims about the product. |
| format | Artículo preliminar |
| id | CGSpace142252 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2021 |
| publishDateRange | 2021 |
| publishDateSort | 2021 |
| publisher | University of California, Berkeley |
| publisherStr | University of California, Berkeley |
| record_format | dspace |
| spelling | CGSpace1422522025-12-08T10:06:44Z Marketing fortified rice: Effects of aspirational messaging and credibility of health claims Chowdhury, Reajul Crost, Benjamin Hoffmann, Vivian willingness to pay less favoured areas health consumer behaviour rice welfare marketing adoption food fortification aspirations information Studies assessing the impact of information on uptake of preventive health products among the poor have shown mixed results, and little is known about what type of messages are most effective. Drawing on insights from the literature on marketing and consumer behavior, we argue that messages which position a product as aspirational or establish the credibility of its health benefits can increase consumer demand for the product. We test the individual and joint impacts of such messages through a field experiment eliciting willingness to pay for fortified rice in Chandpur District, Bangladesh. We find that the combination of these approaches increases the proportion of participants willing to pay a premium at least equal to the cost of fortification by 18 percentage points. In sharp contrast to the existing literature on welfare stigma, we also show that awareness of free distribution of fortified rice through government programs does not negatively affect consumer demand, but rather appears to lend credibility to health claims about the product. 2021-07-21 2024-05-22T12:10:13Z 2024-05-22T12:10:13Z Working Paper https://hdl.handle.net/10568/142252 en Open Access University of California, Berkeley Chowdhury, Reajul; Crost, Benjamin; and Hoffman, Vivian. 2021. Marketing fortified rice: Effects of aspirational messaging and credibility of health claims. Working Paper Series 169. Center for Effective Global Action. https://doi.org/10.26085/C3R597 |
| spellingShingle | willingness to pay less favoured areas health consumer behaviour rice welfare marketing adoption food fortification aspirations information Chowdhury, Reajul Crost, Benjamin Hoffmann, Vivian Marketing fortified rice: Effects of aspirational messaging and credibility of health claims |
| title | Marketing fortified rice: Effects of aspirational messaging and credibility of health claims |
| title_full | Marketing fortified rice: Effects of aspirational messaging and credibility of health claims |
| title_fullStr | Marketing fortified rice: Effects of aspirational messaging and credibility of health claims |
| title_full_unstemmed | Marketing fortified rice: Effects of aspirational messaging and credibility of health claims |
| title_short | Marketing fortified rice: Effects of aspirational messaging and credibility of health claims |
| title_sort | marketing fortified rice effects of aspirational messaging and credibility of health claims |
| topic | willingness to pay less favoured areas health consumer behaviour rice welfare marketing adoption food fortification aspirations information |
| url | https://hdl.handle.net/10568/142252 |
| work_keys_str_mv | AT chowdhuryreajul marketingfortifiedriceeffectsofaspirationalmessagingandcredibilityofhealthclaims AT crostbenjamin marketingfortifiedriceeffectsofaspirationalmessagingandcredibilityofhealthclaims AT hoffmannvivian marketingfortifiedriceeffectsofaspirationalmessagingandcredibilityofhealthclaims |