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Article
Publication date: 1 June 2001

How positive and negative frames influence the decisions of persons in the United States and Australia

Irwin P. Levin, Gary J. Gaeth, Felicitas Evangelista, Gerald Albaum and Judy Schreiber

Cites the existence of information framing effects as an interesting phenomenon in the area of human judgements and decision‐making. Uses three distinct types of framing…

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Abstract

Cites the existence of information framing effects as an interesting phenomenon in the area of human judgements and decision‐making. Uses three distinct types of framing effect and the hypothesis identified by Leven et al (1998). Studies the reliability of these effects across samples of subjects in the USA and Australia. Shows that, for two of the three types, attribute framing and risky choice framing, the effects were strong and almost identical in the two samples. Highlights a significant effect for the US sample, but not the Australian sample, for the third type, goal framing. Discusses results in terms of the reliability of the effects and their potential for revealing cross‐cultural differences in values.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 13 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/13555850110764766
ISSN: 1355-5855

Keywords

  • Decision making
  • National cultures
  • Values
  • Australia
  • USA
  • Information

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Article
Publication date: 31 October 2008

Price bundling and framing strategies for complementary products

Raj Arora

The purpose of this paper is to investigate the effectiveness of price bundling and message framing on attitudes, intentions, and beliefs about attributes of teeth…

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Abstract

Purpose

The purpose of this paper is to investigate the effectiveness of price bundling and message framing on attitudes, intentions, and beliefs about attributes of teeth whitening products. Although each of these variables, message framing and price bundling, has been explored individually, few attempts have been made to investigate them jointly. This study is based on a full factorial design that allows for testing of interaction effects. Second, the market for whitening products is maturing, resulting in a target market that is gaining knowledge about these products. Thus, we use knowledge as a covariate in the above investigation to determine if the communication strategy should be changed as the product moves from introduction to maturity.

Design/methodology/approach

The study is based on a 2 × 2 factorial design with price bundling (bundle price – individual price) and framing (positive – negative). The setting for the study is a hypothetical brand name of teeth whitening products.

Findings

The results reveal a mixed picture with respect to effectiveness of pricing and framing on attitudes and intentions. The effect of price bundling is not significant on attitudes; it is significant on intentions. Framing has a greater impact on intentions than on attitudes. Nevertheless, the interaction effects are significant on both attitudes as well as intentions. Finally, the impact of knowledge as a covariate is significant.

Research limitations/implications

Caution is advised in extrapolating the results beyond the issues investigated in the study.

Practical implications

The findings help marketers in formulating effective marketing strategy using both price bundling and message framing strategies.

Originality/value

Although price bundling and message framing have been explored in marketing studies, the research is lacking on the combined effects of these two important variables. The findings show a significant interaction effect of pricing and framing on changing attitudes and intentions. Prior research recommends using negative framing. The present research shows that for bundle products, a positive framing approach is desirable.

Details

Journal of Product & Brand Management, vol. 17 no. 7
Type: Research Article
DOI: https://doi.org/10.1108/10610420810916371
ISSN: 1061-0421

Keywords

  • Discounts
  • Fast moving consumer goods
  • Prices
  • Consumer behaviour

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Article
Publication date: 8 April 2020

Combined framing effects on attitudes and behavioral intentions toward mortgage advertisements

David S. Dobson and Karolien Poels

Mortgage lenders often combine a variety of framing strategies when developing mortgage advertisements. To date, these frames have mostly been studied separately. This…

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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.

Details

International Journal of Bank Marketing, vol. 38 no. 4
Type: Research Article
DOI: https://doi.org/10.1108/IJBM-07-2019-0277
ISSN: 0265-2323

Keywords

  • Canada
  • Lenders
  • Mortgage
  • Advertising
  • Message framing
  • Attitudes
  • Behavioral intentions

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Article
Publication date: 25 September 2007

Message framing strategies for new and mature products

Raj Arora

This paper aims to investigate the effectiveness of message framing and source credibility on attitudes, intentions and beliefs about attributes of teeth whitening…

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Abstract

Purpose

This paper aims to investigate the effectiveness of message framing and source credibility on attitudes, intentions and beliefs about attributes of teeth whitening products. Although each of these variables, message framing and credibility, has been explored individually, few attempts have been made to investigate them jointly. This study aims to base itself on a full factorial design that allows for testing of interaction effects. Similar investigations in marketing limit their inquiries primarily to attitudes and intentions as dependent variables. This study goes further in that it also aims to investigate the effect of framing and credibility on the salient attributes of products. Third, the market for whitening products is maturing, resulting in a target market that is gaining knowledge about these products. Thus, the paper seeks to use knowledge as a covariate in the above investigation to determine if the communication strategy should be changed as the product moves from introduction to maturity.

Design/methodology/approach

The study is based on a 2 × 2 factorial design with framing (positive‐negative) and credibility (high‐low). The setting for the study is a hypothetical brand name of teeth whitening products.

Findings

The results reveal that positive framing is more effective in changing attitudes and intentions. However, the effects of framing and credibility are significant in changing beliefs related to the product's attributes. Although the covariate knowledge is significant, the findings indicate that communication strategy need not change as the product moves from introduction to maturity.

Research limitations/implications

Caution is advised in extrapolating the results beyond the issues investigated in the study.

Practical implications

The findings help marketers in formulating effective strategies.

Originality/value

The focus of most research studies in marketing is on changing attitudes and intentions. This research also includes the change in beliefs regarding the attributes of the product. Prior research on framing is tilted towards the use of negative framing. The findings of this study suggest using positive or gain‐framed messages.

Details

Journal of Product & Brand Management, vol. 16 no. 6
Type: Research Article
DOI: https://doi.org/10.1108/10610420710823744
ISSN: 1061-0421

Keywords

  • Dentistry
  • New products
  • Design
  • Consumer behaviour

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Book part
Publication date: 9 November 2020

Framing Theory for Higher Education Research

Queenie K. H. Lam

The main objective of this chapter is to explore the potential and applicability of framing, a multidisciplinary and multiparadigmatic ‘metatheory’ of sense-making through…

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Abstract

The main objective of this chapter is to explore the potential and applicability of framing, a multidisciplinary and multiparadigmatic ‘metatheory’ of sense-making through communication, or media effects specifically, in guiding higher education research. To reach this objective, the author first synthesized theoretical discussions on framing in different disciplines, collated the core concepts developed around the framing concept and developed a universal framing process model, to be applied with the introduction of a theme and the selection of research paradigms. Following that, the author provided an overview of the application of the framing concept in higher education research and explored the potential application of the model to guide and coordinate framing research in the field.

Details

Theory and Method in Higher Education Research
Type: Book
DOI: https://doi.org/10.1108/S2056-375220200000006011
ISBN: 978-1-80043-321-2

Keywords

  • Framing theory
  • metatheory
  • higher education
  • communication
  • sense-making
  • mediatization
  • framing process model
  • multidisciplinary
  • multiparadigmatic

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Article
Publication date: 9 November 2012

Effects of discount framing in comparative price advertising

Sally McKechnie, James Devlin, Christine Ennew and Andrew Smith

The objective of this paper is to examine the framing effects of discount presentation format in comparative price advertising in a low‐price and a high‐price product…

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Abstract

Purpose

The objective of this paper is to examine the framing effects of discount presentation format in comparative price advertising in a low‐price and a high‐price product context. In particular, the authors study whether identical discounts presented in percentage and absolute terms result in different consumer perceptions of transaction value and purchase intention. Although price promotions have been the subject of previous research, a closer examination of the potential moderating influence of discount size in both contexts is warranted.

Design/methodology/approach

Two separate experiments were designed to isolate the effects of the manner in which discounts are numerically expressed and the size of the discount on consumers' perceptions of a retail price promotion in a low‐price and a high‐price product context.

Findings

The effects of discount framing in comparative price promotions are found to be influenced by discount size in the case of the low‐product context but not the high‐price one.

Research limitations/implications

It is recommended that the study be replicated for other types of low‐price and high‐price products to confirm the generalisability of the results for each product context.

Practical implications

Retail managers' choice of discount presentation format for both low‐ and high‐price product contexts, and in the case of the former the additional manipulation of discount size, have an impact on the ability of comparative price promotions to accelerate purchases. Meanwhile policy makers should continue to assign significant time and resources to investigating concerns about misleading price comparison based promotions.

Originality/value

The paper provides original insights into the importance of considering the joint effects of discount presentation format and discount size on consumers' perceptual and behavioural responses to retail price promotions, unlike previous research, which has examined these framing effects separately.

Details

European Journal of Marketing, vol. 46 no. 11/12
Type: Research Article
DOI: https://doi.org/10.1108/03090561211259952
ISSN: 0309-0566

Keywords

  • Pricing
  • Promotion
  • Discounts
  • Consumer behaviour
  • Experimentation
  • Promotional methods

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Book part
Publication date: 1 January 2014

How Framed Information and Justification Impact Capital Budgeting Decisions

William A. Kerler, A. Scott Fleming and Christopher D. Allport

The purpose of this study is to investigate the effects of attribute frames and justifications on capital budgeting decisions and to examine whether the requirement to…

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Abstract

Purpose

The purpose of this study is to investigate the effects of attribute frames and justifications on capital budgeting decisions and to examine whether the requirement to provide justification for a capital budgeting decision moderates the effect of attribute frames.

Methodology

One-hundred and eleven participants made a capital budgeting decision in an experimental case that manipulated the frame of the financial evidence provided and the requirement to provide a justification.

Findings

Results suggest that both attribute frames and justifications affect capital budgeting decisions but the requirement to provide justifications did not moderate the effect of attribute frames.

Originality/value

This study contributes to the capital budgeting literature by identifying two factors that may bias judgments. This study also contributes to the framing literature by examining one potential method of moderating framing effects – requiring justification for decisions.

Details

Advances in Management Accounting
Type: Book
DOI: https://doi.org/10.1108/S1474-787120140000023006
ISBN: 978-1-78350-632-3

Keywords

  • Capital budgeting
  • attribute framing
  • justification
  • accountability

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Article
Publication date: 3 April 2017

Eyes on the frame: Explaining people’s online searching behavior in response to TV consumption

Sabrina Heike Kessler and Lars Guenther

Using the internet parallel to or after television (TV) consumption changes the way people receive news. The way information is framed by the media has been found to…

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Abstract

Purpose

Using the internet parallel to or after television (TV) consumption changes the way people receive news. The way information is framed by the media has been found to influence the behavior of news recipients. The purpose of this paper is to hypothesize that the exposure to TV media frames would affect a lay audience’s online information-seeking behavior.

Design/methodology/approach

In an experiment combining eye tracking and content analysis, participants (n=72) were exposed to one of three TV clips with different media frames (based on a full-sample content analysis) that focused on Alzheimer’s disease. After exposure, participants informed themselves about the issue online. Eye tracking allows to investigate whether individuals mainly scan information, or whether they compute information on a higher level of attention (use more thorough deliberate comparison of information and really reading information).

Findings

Three different frames of online content were identified. Framing was found to influence the individual online searching and reading of information on a descriptive level (entering search words and viewing website content) to some degree, but not on a procedural level (such as selecting online search results).

Research limitations/implications

This study makes a significant contribution to the literature embedding an established theoretical process like framing effects into the internet literature. Regarding the broader theoretical context, this study shed some light on cross-media framing effects on online behavior. Applying the psychological perspective of framing theory to explain and predict online searching behavior is beneficial for specific types of online search behavior. Main limitations are the not representative student sample and the forced task that participants had to inform themselves about Alzheimer’s disease online.

Practical implications

The results have practical implications for the creation of TV-related websites. There can be a positive, profitable synergy of TV and online websites. The websites can complement the TV programs with the focus on information needs of the recipients depending on the TV activated audience frames. Therefore, media managers would do well to plan the contents of their websites as internet-based resources that meet the activated information needs.

Originality/value

This study is among the first to investigate the framing effects of TV on the online information searching behavior of individuals. A deeper understanding of how media frames, especially from TV, are affecting online information seeking will allow researchers to better explain and predict online user behavior and information needs. But still, more research is needed.

Details

Internet Research, vol. 27 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/IntR-01-2016-0015
ISSN: 1066-2243

Keywords

  • Eye tracking
  • Information search
  • Cross-media strategy
  • Framing effects
  • Multichannel information
  • Online behaviour

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Article
Publication date: 1 July 2000

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

Richard Buda and Yong Zhang

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…

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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.

Details

Journal of Product & Brand Management, vol. 9 no. 4
Type: Research Article
DOI: https://doi.org/10.1108/10610420010344022
ISSN: 1061-0421

Keywords

  • Product management
  • Advertising
  • Advertising effectiveness
  • Marketing communications

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Article
Publication date: 4 February 2019

Framing contractual performance incentives: effects on supplier behaviour

Kostas Selviaridis and Wendy van der Valk

The purpose of this paper is to investigate the effects that the framing of contractual performance incentives have on supplier’s behavioural and relational responses and…

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Abstract

Purpose

The purpose of this paper is to investigate the effects that the framing of contractual performance incentives have on supplier’s behavioural and relational responses and on the buyer–supplier relationship.

Design/methodology/approach

The authors conducted three in-depth case studies of contractual relationships, which exhibit differences in terms of how performance incentives are framed, i.e., using promotion, prevention and “hybrid” frames, respectively. The study involved 38 semi-structured interviews and content analysis of contract agreements.

Findings

First, while promotion-framed incentives lead to positive supplier responses and improved relationships, prevention-framed incentives result in negative responses and deteriorating relations. Second, hybrid-framed incentives can lead to productive supplier responses when positive ex ante expectations are met, although the creation of such positive expectations in the first place depends on the proportionality of bonus and penalty elements. Third, promotion- and hybrid-framed incentives do not by default lead to positive effects, as these are contingent on factors pertaining to contractual clarity. Fourth, the overarching purpose of the contract moderates the effects of contract framing on supplier responses.

Research limitations/implications

The study contributes to contracting research by showing how the framing of performance incentives influences supplier behavioural and relational responses. It also extends the existing literature on contract framing by examining the effects of hybrid-framed incentives, and stressing that contract framing should be considered in joint with the clarity and overall purpose of the contract to elicit desired supplier behaviours.

Practical implications

Managers of buying firms may differentiate their approach to contract framing depending on the type of supplier relationship in focus. Furthermore, effective design of promotion- and hybrid-framed incentives requires attention to: realistic performance targets (on the short, medium and long term); salient bonuses related to these targets; incentive structures that appropriately balance rewards and risks; and: mechanisms that explicate and consider uncontrollable factors in the calculation of bonus–malus payments.

Originality/value

The paper extends the literature stressing the psychological impact of contracts on buyer–supplier relationships by highlighting that contractual clarity and the overarching purpose of the contract moderate the effects of contract framing on supplier behavioural and relational responses.

Details

International Journal of Operations & Production Management, vol. 39 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/IJOPM-10-2017-0586
ISSN: 0144-3577

Keywords

  • Framing
  • Buyer–supplier relationships
  • Contracting
  • Performance incentives

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