Abstract To explore the effect of two-sided messages on unknown green farm produce brand, based on factor experiment 2 (unknown brand and famous brand) x 3 (one-sided messages in perfect green, two-sided messages in process, two-sided messages in raw material), the study analyzes the persuasive effects of brand awareness, negative features controllability and discount information on two-sided messages. The results show that two-sided messages are beneficial to unknown brand; Negative information about raw material is weaker than that of the processed; adding price discount information into two-sided messages can improve purchase intention of famous green brand while reduce purchase intention of the unknown brand. The inspiration for green farm produce marketing is drawn at last.
LIU Zhong-Gang. The Persuasive Effect of Brand Awareness and Perfection of Information about Green Farm: from the Perspective of Two-Sided Messages. Economic Survey, 2015, 32(5): 031.
2015, Vol. 32 
