Abstract

We conducted an online experiment (N = 171) to explore whether matching message frames to an individual's variety-seeking disposition enhances the persuasiveness of messages promoting plant-based foods. We hypothesized that a loss-framed message highlighting the risks of not consuming plant-based foods would be more persuasive for consumers with a high variety-seeking tendency. In contrast, a gain-framed message emphasizing the benefits of consuming plant-based foods would be more persuasive for those with a low variety-seeking tendency. The results supported this hypothesis for the high variety-seeking tendency group but not for the group with a low variety-seeking tendency. The findings underscore the significance of variety-seeking disposition in promoting positive attitudes toward plant-based foods and enhancing intentions to consume them. The findings point to the benefits of tailoring message frames to consumer traits like variety-seeking as an audience segmentation strategy.

Keywords: Plant-based foods, Message framing, Variety seeking, Attitude, Intention

How to Cite:

Kulpavaropas, S., & Rodriguez, L. (2026). Tailoring plant-based food ads: The role of variety-seeking and message framing. Journal of Applied Communications, 110(2), 1–25. https://doi.org/10.4148/jac.20846