This study examined the effects of source expertise and social learning in mainstream food television on viewers’ attitudes, confidence, and behavioural intentions related to food. Following a 2X2 between-subjects design, participants (240) were exposed to two videos, each from a different food television program. Preceding each video, participants were asked to complete a questionnaire measuring the three dependent variables. Using ANOVA, results of this study indicated that exposure to positive social reinforcement can positively affect consumer attitude toward food, while exposure to low source expertise can positively increase consumer confidence in cooking abilities. Social learning and source expertise interacted in their effect on attitude and confidence, while an interaction between gender of the viewer and social learning had an effect on attitude, confidence, and intention. Marketers may use this knowledge when selecting an appropriate medium to advertise food products, and television producers may consider these findings when aiming to increase interest in particular television programs. Other practical implications and contributions are further discussed.
| Identifer | oai:union.ndltd.org:LACETR/oai:collectionscanada.gc.ca:OGU.10214/3730 |
| Date | 12 June 2012 |
| Creators | Shuster, Jenna-Lee |
| Contributors | Finlay, Karen |
| Source Sets | Library and Archives Canada ETDs Repository / Centre d'archives des thèses électroniques de Bibliothèque et Archives Canada |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Rights | http://creativecommons.org/licenses/by-nc-nd/2.5/ca/ |
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