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De invloed van social proof op de perceptie van biologisch eten

Guddorp, D. (2014) De invloed van social proof op de perceptie van biologisch eten.

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Abstract:This study examined the effect of social proof on the perception of organic food. In this experiment a fake-facebooksite about organic food was created to manipulate the social proof component. Therefore two groups of participants got different numbers of likes under the comments to look at. One group had a lot of likes under the positive comments and a few under the negative comments, the other group had a few likes under the positive comments and a lot of likes under the negative comments. After that the participants answered a questionnaire about their perception of organic food. The expectation was that participants from the positive group judge more positive about organic food than de participants from the negative group. 158 Dutch and German students completed the questionnaire. One ANOVA-analysis was done with all participants, another one with only those participants who answered the manipulationcheck-question correctly. These participants are expected to have noticed the number of likes under the comments. The results showed, against expectations, no significant effect voor all participants. An ANOVA-analysis with only those participants, who answered the manipulationcheck-question correctly, showed a significant effect for 3 out of the 7 hypotheses; negative emotions, harmfulness of pesticides and the purchasingprice for biological food. Furthermore a significant difference between men and women regarding the perception of organic food has been found. This is according to expectations. Therefore the results do support some of the hypotheses, but not all. This means that social proof has an impact on some of the constructs. Implications for further research are provided within the discussion and conclusion part of this study.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/65731
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