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Consumer product evaluation: the interactive effect of message framing, presentation order, and source credibility

Richard Buda (Department of Management and General Business, Hofstra University, New York, USA)
Yong Zhang (Department of Marketing and International Business, Hofstra University, New York, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 July 2000

Abstract

Subjects (n = 200) received a detailed description of a product and were asked to rate their attitudes about this product. Presentation order, source credibility and message framing were manipulated in a 2× 2× 2 completely crossed factorial design. Subjects who received a positively framed message rated product attitudes significantly greater than those subjects who received a negatively framed message. Also, significant differences in message framing effects were found for those subjects who received the framed message first in the nonexpert condition (credibility) and those subjects who received the framed message last in the expert condition. Findings are then discussed.

Keywords

Citation

Buda, R. and Zhang, Y. (2000), "Consumer product evaluation: the interactive effect of message framing, presentation order, and source credibility", Journal of Product & Brand Management, Vol. 9 No. 4, pp. 229-242. https://doi.org/10.1108/10610420010344022

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited