Combined framing effects on attitudes and behavioral intentions toward mortgage advertisements
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 9 April 2020
Issue publication date: 2 June 2020
Abstract
Purpose
Mortgage lenders often combine a variety of framing strategies when developing mortgage advertisements. To date, these frames have mostly been studied separately. This paper, however, studies the combined framing effects of message valence, specificity, and temporality on consumers' mortgage decision-making.
Design/methodology/approach
A mixed methods design was used. First, 13 unique print ads collected from a Canadian newspaper were analyzed for content. Second, a 2 × 2 × 2 scenario-based experiment with 400 undergraduate participants examined the framing effects of valence, specificity and temporality on attitudes toward the mortgage advertising message, the product advertised, and the brand, as well as on consumers' behavioral intentions toward the advertised mortgage product.
Findings
The content analysis suggests that combined framing does exist in print ads. A positive message with a fixed term and a specific interest rate were the most commonly used frames. The experiment revealed that, for behavioral intentions, the main effect of the message temporality was significant. The effects of advertising a long-term mortgage on behavioral intentions were more favorable than those of advertising a short-term mortgage.
Practical implications
This research provides a combined framing model for designing advertising strategies for the financial services industry to market complex financial products, such as mortgage loans to consumers. This is relevant to lenders when designing a persuasive package or ads for potential customers.
Originality/value
This study is the first of its kind to investigate the effects of combinations of message frames on consumers' mortgage decision-making, while also advancing the understanding of message framing theory for the financial services industry.
Keywords
Acknowledgements
The authors would like to thank Professor Hooman Estelami and the reviewers for their useful feedback and suggestions.
Citation
Dobson, D.S. and Poels, K. (2020), "Combined framing effects on attitudes and behavioral intentions toward mortgage advertisements", International Journal of Bank Marketing, Vol. 38 No. 4, pp. 961-986. https://doi.org/10.1108/IJBM-07-2019-0277
Publisher
:Emerald Publishing Limited
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