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1 – 10 of over 63000Yixuan Niu and Baolong Ma
This research delves into the nuanced effects of positive goal framing quantity in advertising on consumer reactions towards new products, categorizing them into incrementally new…
Abstract
Purpose
This research delves into the nuanced effects of positive goal framing quantity in advertising on consumer reactions towards new products, categorizing them into incrementally new products (INPs) and really new products (RNPs). It moves beyond the traditional binary evaluation of advertising effectiveness, offering a more intricate analysis of consumer engagement based on product novelty.
Design/methodology/approach
Employing a comprehensive dataset encompassing 461 digital video advertisements from six leading technology-centric firms, this study employs content analysis alongside hierarchical polynomial regression to dissect the dynamics between the volume of positive goal framings and consumer engagements. This examination is contextualized within the spectrum of product innovation, offering insights into the differential consumer behaviors elicited by INPs and RNPs.
Findings
The investigation uncovers a non-linear, inverted U-shaped correlation between the volume of positive goal framings and consumer responses. This relationship exhibits variability in its intensity between INPs and RNPs, with INPs demonstrating a more pronounced response variability around a higher inflection point on the curve. This pattern underscores the complex interplay between goal framing and product novelty in shaping consumer perceptions and actions.
Originality/value
This study pioneers the exploration of goal framing within the realm of product advertising, shifting the analytical lens from its traditional roots in health and medicine to the intricacies of consumer behavior in response to advertising. By introducing a distinctive classification of product newness through INPs and RNPs, the research augments current understanding of effective advertising strategies, delivering profound insights for marketers and advertisers in tailoring their campaigns to align with consumer expectations and product characteristics.
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This study aims to investigate the influence of organisational politics on work engagement and the moderator effect of positive framing on this relationship
Abstract
Purpose
This study aims to investigate the influence of organisational politics on work engagement and the moderator effect of positive framing on this relationship
Design/methodology/approach
Data were collected from 241 public sector employees in Sri Lanka through a structured questionnaire and analysed with partial least square structural equation modelling (PLS_SEM).
Findings
The results indicated that organisational politics negatively influenced employees' work engagement, positive framing positively influenced engagement and weakened the negative relationship between politics and engagement.
Practical implications
This study suggests that organisation and individuals must take the necessary steps to enhance work engagement. Organisations must be transparent in all activities to avoid employees' negative perception. Also, organisations need to take steps to recruit employees with positive framing or develop this competency through training and development. Individuals also need to take necessary steps to frame the work environment positively to enhance their engagement in work.
Originality/value
This study extends the literature by being the first to examine the positive framing as a moderator in the relationship between politics and engagement. This study found that positive framing as a resource reduced the harmful effect of organisational politics on engagement and suggested positive framing can be considered as a resource in the future investigation of the job demand–resource model.
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John McClure, Jo White and Chris G. Sibley
The purpose of this paper is to show whether positive or negative framing of preparation messages leads to higher intentions to prepare for earthquakes, and whether the more…
Abstract
Purpose
The purpose of this paper is to show whether positive or negative framing of preparation messages leads to higher intentions to prepare for earthquakes, and whether the more important component of the message is the framing of the preparation action or the framing of the outcome of not preparing.
Design/methodology/approach
Four message conditions were created by crossing the framing of preparation actions (taking or not taking action) and the framing of outcomes (experiencing harm and avoiding harm in an earthquake). They were presented to citizens (n=240) in Wellington, New Zealand, who judged the general importance of preparation and specific preparation steps.
Findings
The study finds that intentions to undertake both general and specific preparation were higher with negatively framed outcomes than positive outcomes. With specific actions, negative outcomes led to higher intentions to prepare when the action frame was positive (i.e. being well prepared).
Research limitations/implications
This research shows that negative framing should apply to outcome preparation and not to the action of preparing
Practical implications
These findings clarify that negative framing of outcomes is likely to increase preventive actions in relation to natural hazards.
Originality/value
This is the first study to show the affects of message framing on preparing for disasters.
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Simon J. Pervan and Andrea Vocino
The purpose of this paper is to explore how message framing is commonly used by magazine advertisers.
Abstract
Purpose
The purpose of this paper is to explore how message framing is commonly used by magazine advertisers.
Design/methodology/approach
Following the classification suggested by Levin et al., the frequency and nature of message framing in magazine advertising is explored using a content analysis of 2,864 advertisements in a sample of popular US magazines.
Findings
Results suggest a lack of consistency between marketing practice and academic findings. Contrary to academic recommendations, advertisers used positive framing in almost all advertising messages. Further, the use of attribute framing and combined attribute and goal framing was more popular than pure goal framing
Research limitations/implications
Although the findings are limited by a judgement sample of US magazines, they do suggest the need for academics to conduct more research on the effectiveness of combined attribute and goal framing techniques.
Practical implications
Of equal importance is the need for practitioners to explore the potentiality of negative framing in their advertising content.
Originality/value
Adopting the Levin et al.'s typology, this paper highlights the need for advertising researchers to engage with practitioners to try to understand current industry practice with regard to message framing. The inconsistencies revealed in this paper point to either an insufficient understanding of message framing by one or both parties or the need for better communication between the two.
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Emma Shaozhen Florence, David Fleischman, Rory Mulcahy and Monte Wynder
The purpose of this research is to provide a systematic review of the literature relating to message framing and its effectiveness in persuading consumers to adopt environmentally…
Abstract
Purpose
The purpose of this research is to provide a systematic review of the literature relating to message framing and its effectiveness in persuading consumers to adopt environmentally sustainable behaviour, which is a form of pro-social behaviour. Specifically, this paper focuses on three types of message framing: positive–negative, self–other and abstract–concrete.
Design/methodology/approach
This paper reports on a systematic review guided by the Preferred Reporting Items for Systematic Reviews and Meta-Analyses framework identifying 108 articles published relating to message framing and environmental sustainability between 2005 and 2020. Descriptive analysis of the data was undertaken in combination with a thematic approach.
Findings
The results demonstrate that single frames do not reliably increase sustainable consumer behaviour. Instead, the use of two message frames is more consistently effective. However, there is some disparity in relation to the combined effects of two message frames. The research also identifies that the use of three combined message frames is underexplored in the existing literature.
Research limitations/implications
Social marketing and consumer psychology researchers have explored many types of message framing. This study focuses on three common types. Also, the review is limited to valence framing. The authors recognise that visual aspects of message frames also determine the effectiveness of messaging. Another limitation is that only empirical studies published between 2005 and 2020 were reviewed.
Originality/value
Past review papers related to the impact of messaging on sustainable consumer behaviour either focus on one type of message framing, such as the positive–negative frame, or did not categorise message framing into different types. The current review focuses on three types of message framing that have been examined separately and in combination in the literature. Based on the findings, this study proposes a synthesised theoretical framework for future research.
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Kuo-Shuan Kuo, Shih-Chieh Chuang, Molly Chien-jung Huang and Pei-ying Wu
The purpose of this paper is to facilitate the use of public communication in the development of healthy food plans for consumers. This research aims to investigate whether the…
Abstract
Purpose
The purpose of this paper is to facilitate the use of public communication in the development of healthy food plans for consumers. This research aims to investigate whether the influence of “fit” to individuals’ goal pursuit strategies on the effectiveness of advertisement frames can intensify persuasion to consume healthy (virtue) foods or restrain the consumption of unhealthy (vice) foods in health promotion.
Design/methodology/approach
Two experiments were conducted to investigate how goal-framed messages for different food types affect consumer decision making by moderating regulatory focus.
Findings
The results demonstrate that the compatibility between the mere exposure to virtue (vice) food in a negative (positive) frame drives the effectiveness of a given goal framing. However, when additional regulatory focus is added, the fit in the vice/promotion and virtue/prevention condition causes the effect of framing to disappear. Moreover, the unfit in the virtue/promotion and vice/prevention condition suppresses the virtue (vice) preference in the positive (negative) frame.
Research limitations/implications
These findings suggest that under different valence framing, advertising messages provide different amounts of persuasion in virtue/vice conditions and the moderation effect of regulatory fit on framing to influence virtue/vice food preference.
Practical implications
Public policy executives and marketers can increase the likelihood that consumers will make healthy food choices by fitting goals to strengthen persuasion. The unfitted goal orientation between food and regulatory focus enhances the framing effect leading to food preference changes.
Originality/value
The framing effect disappears when additional regulatory fit the food type, but is enhanced when additional regulatory focus does not fit the food type. By bringing fit into the frame and the virtue/vice food type, this research extends the notion of regulatory fit into three pairs of given goal orientations on the persuasiveness of message framing to health-related communication. It provides a substantial explanation underlying persuasion to promote a greater understanding of virtue/vice food preferences.
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Despite its significance, research on how attribute framing affects ordering decisions in dual sourcing remains insufficient. Hence, this study investigated the effects of…
Abstract
Purpose
Despite its significance, research on how attribute framing affects ordering decisions in dual sourcing remains insufficient. Hence, this study investigated the effects of attribute framing in a sourcing task involving certain and uncertain qualities of two suppliers and analysed the role of attention with respect to suppliers' information in framing effects.
Design/methodology/approach
The impacts of attribute framing on sourcing decisions were demonstrated in two online between-subject (2 × 2 factorial) experimental studies involving professional samples. Study 2 was an eye-tracking experiment.
Findings
In Study 1 (N = 251), participants presented with a “high-quality” rather than a “low-quality” frame made different sourcing decisions, opting for larger percentage of order(s) from a supplier under the “high-quality” frame. This pattern holds true for suppliers who differ in risk. This finding was replicated in Study 2 (N = 129). Attention asymmetry related to the information on supplier quality contributes to this effect. Attention directed towards information regarding the supplier's quality under a positive frame mediated the relationship between attribute framing and sourcing decisions.
Practical implications
Highlighting the positive attributes of a risky supplier is essential when ordering from the risky supplier is an optimal decision. It is advantageous for suppliers to highlight positive rather than negative attributes when describing the quality of their components against others.
Originality/value
This is the first study to examine the effect of attention on the relationship between attribute framing and dual sourcing. This presents a new behavioural perspective wherein managers' attention to information plays a vital role.
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Price deals are typically presented in “save” terms. However, prospect theory predicts that people will be more willing to waive a monetary gain than to lose the same amount of…
Abstract
Purpose
Price deals are typically presented in “save” terms. However, prospect theory predicts that people will be more willing to waive a monetary gain than to lose the same amount of money. This study seeks to examine whether consumers would show more purchase intentions of a product offered in a price deal framed negatively (“lose if you don't purchase”) relative to the conventional positive frame (“save if you purchase”).
Design/methodology/approach
The purchase intentions of 189 participants, randomly assigned to either a positively or a negatively framed message, were examined. The participants' perceived monetary gain in the deal and their involvement in the issue were also measured.
Findings
Presented with a negative relative to positive frame, participants showed more purchase intentions of a product offered in a price deal, and perceived their monetary gain as higher. Highly involved and lowly involved participants exhibited similar framing effects.
Research limitations/implications
The findings regarding lowly involved participants are inconsistent with previous findings. Future research is needed to clarify whether the message framing effect interacts with involvement in predicting purchase intentions of a product offered in a price deal.
Practical implications
The theoretical explanation of the phenomenon presented in this study predicts that negative framing of messages will also be more effective in other consumer behaviour contexts.
Originality/value
This study is the first empirical demonstration of the effect of message framing on the effectiveness of price deal offers, suggesting that retailers should re‐examine their conventional presentation of price deal offers in terms of gains, and consider rephrasing them in terms of loss.
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Consumers frequently have to choose between products that differ in price and quality. This study aims to hypothesize that involvement would moderate the effect of message framing…
Abstract
Purpose
Consumers frequently have to choose between products that differ in price and quality. This study aims to hypothesize that involvement would moderate the effect of message framing on consumers' perceived monetary gain when considering cheaper products, as well as on product choice.
Design/methodology/approach
A total of 238 participants were randomly assigned to either a positively or a negatively framed message, and either a high or low involvement condition.
Findings
The study finds that presented with a negative relative to positive frame, highly involved participants perceived a higher monetary gain when purchasing the cheaper product; no corresponding differences were found for low‐involved participants. Message framing did not affect either highly or low‐involved participants' product choice.
Research limitations/implications
Explanations for the results are offered and future research is suggested in order to determine whether the effect of message framing on the perceived monetary gain of highly involved consumers choosing cheaper products does affect their product choice.
Practical implications
If future research confirms this hypothesis, both retailers and highly involved consumers should consider the possible effect of message framing on the perceived monetary gain and on the choice between products that differ in price and quality.
Originality/value
This study is the first demonstration of the moderating effect of involvement on the effect of message framing on consumers' perceived monetary gain when choosing between products that differ in price and quality.
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Yongge Niu, Zhuzhu Feng and Yixuan Niu
Many companies must choose a marketing strategy to promote new products. This includes publishing digital video advertising with interactive features on the Internet. Guided by…
Abstract
Purpose
Many companies must choose a marketing strategy to promote new products. This includes publishing digital video advertising with interactive features on the Internet. Guided by the attribute-framing theory, this study investigates the impact of the number of positive attribute framings (NPAF) in advertising messages on consumer responses. This study aims to check whether new products are incrementally new products (INPs) or really new products (RNPs).
Design/methodology/approach
Content analysis was conducted to identify the forms and components of attribute framing used in advertisements and consumer responses (i.e. review valence). Furthermore, this study followed an expert scoring procedure to identify product newness (INP vs. RNP). Hierarchical polynomial regression analysis was used to investigate the relationship between the NPAF, customer response and product newness.
Findings
This study has three main findings: (1) regardless of whether the new product is INP or RNP, there is an inverted U-shaped relationship between NPAF and consumer responses; (2) the inflection point of NPAF (INP) is greater than the inflection point of NPAF (RNP) and (3) the maximum value of consumer response for INP is greater than that for RNP.
Originality/value
This study sheds light on the effectiveness of attribute framing in new product advertising. Compared to previous research on attribute framing of advertising, this study is based on a realistic scenario in which multiple attributes are framed within a given advertisement copy. Furthermore, secondary data were used to test the impact of NPAF on consumer responses and further explore the effects of product newness.
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