From value encoding to psychological decoding
A dual-path mechanism for communicating regional specialty agri-foods
Bibliographic Data
| ID | 21294872 |
|---|---|
| Authors | Zhifen Xu (0000-0003-1656-3484, Business College, Xinyang Normal University), Rongsheng Peng (Business College, Xinyang Normal University), Yuehua Han (0009-0009-3001-0465, Business College, Xinyang Normal University) |
| Year | 2026 |
| Pages | 1-19 |
| Publication date | 2026-06-23 |
| Open Access | No |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-01-2026-0065 |
| OpenAlex | W7165362738 |
| Language | EN |
| References cited | 35 |
Purpose Grounded in encoding-decoding theory and the Cognitive-Affective Personality System (CAPS), this research investigates how the match between Regional Specialty Agri-Foods' (RSAFs) value encoding and decoding cues influence consumer purchase intention, and uncover the underlying psychological mechanisms. Design/methodology/approach In two online studies, participants viewed and rated promotional materials for rice (Study 1) and hairy crab (Study 2). These materials featured experimentally manipulated encoding information and decoding cues. Findings Purchase intention is significantly higher when natural endowment encoding is paired with functional cues and when cultural narrative encoding is paired with emotional cues. This effect is mediated by cognitive and affective systems. Practical implications Marketers should strategically align their core value proposition with decoding cues. This coherence guides consumers’ psychological decoding more effectively, thereby enhancing the impact of communication. Originality/value This study introduces encoding-decoding theory into RSAF research, proposes a testable micro-level psychological mechanism for decoding, and outlines an integrated “value encoding – decoding cues – psychological decoding” model
Cognition · Decoding methods · Encoding (memory) · Mechanism (biology) · Narrative · Personality · Recall · Value (mathematics) · Behavioral Health and Interventions · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values
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| Highly cited | No |
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