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Pick the chick right : a study on how morally conflicting tradeoffs affect choice difficulty and purchase intention

Singer, Aimee Alexandra; Onshuus, Anette
Master thesis
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URI
http://hdl.handle.net/11250/2477599
Date
2017
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  • Master of Science [1116]
Abstract
Animal welfare in the poultry industry has in recent times been much debated in

media in Norway. However, the debate typically overlooks how animal welfare

may be negatively correlated with environmental concerns. In this thesis we study

how morally conflicting tradeoffs impacts consumer choice difficulty and

purchase intention.

We conduct an experiment through an online questionnaire, where we check for

between group differences using a One-Way Analysis of Variance and Fisher’s

Least Significant Difference post hoc test. By using a prime, the questionnaire

aims to measure; purchase intention, level of concern after being primed, ranking

of important attributes, experienced choice difficulty and demographics.

The results show that priming has a positive effect on how subjects rank their

level of concern and importance of the topic. When it comes to purchase intention

and choice difficulty, however, there were no significant effects.

This thesis suggests an analysis, which is aimed at closing a gap in previous

literature, while also contributing to the field of consumer behavior. Finally, we

present managerial implications.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2017
Publisher
BI Norwegian Business School

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