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Industrial design has become a key source of competitive advantage and strategic focus to companies in the 1990s. The rapid emergence of the information age, the proletarianization of computer technology, and the need for continual improvements in worker productivity have driven companies to seek ways to enhance worker productivity. The limiting factor, however, is not technology, but workers′ ability to use it effectively. Focusses on design communication, and specifically product framing, and its role in facilitating the interface between worker and technology in business and industrial markets. Product framing encourages users to compare new products with, or “think of” the new product in terms of, a frame of reference with which they already might be familiar. Product framing thus accelerates learning and adoption. Defines, illustrates and categorizes product framing and reports the results of a pilot test.

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).

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.

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.

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.

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.

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.

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.

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.

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.

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.

This research seeks to demonstrate the effect of framing on consumers' willingness to buy private brands.

Using an experimental design, 500 participants answered a questionnaire addressed to examine their willingness to buy four private brand products framed either in positive (save) or negative (lose) terms.

Consumers' willingness to buy private brands was higher when the information was presented in negative (loss) framing relative to presenting the very same information in positive (save) framing.

This research examined the effect of framing on willingness to buy private brands. Future research is needed to examine the effect of framing on actual purchasing behavior and regarding other products retailers wish to promote, other than private brands.

Retailers typically try and promote sales of private brands using messages suggesting that consumers will save money by buying their brand. The results of this study suggest that retailers could improve their marketing of private brands by framing their products negatively in terms of the loss consumers incur when not purchasing private brands.

The paper suggests adopting Levin et al.'s typology that distinguished between various types of framing. The typology explains apparently contradictory results found in the literature. While goal framing more accurately describes the more effective messages discussed in this study, attribute framing would better describe the more effective messages mentioned in other contexts.

The complex value chain that facilitates local food production and consumption includes purveyors positioned across a range of marketspaces who through the various ways they present and sell their products help create and convey the meaning of “local food.” Limited governance within local food systems (LFSs) and a lack of consensus on the definition of “local food” provide purveyors with notable latitude in how they frame the meaning of “local” in the food products they produce, market, and sell. Consequently, the expansion of food products that are framed as being “local” within conventional marketspaces threatens to convolute the meaning and representation of local food within specific LFSs and across the broader local food movement (LFM). Here, I use a structured photo analysis design to explore the elements that influence the visual representation of “local food” by purveyors within five farmers’ markets and five grocery stores located across the Southern Arizona LFS (SALFS). I consider the farmers’ markets to be alternative marketspaces and the grocery stores to be conventional marketspaces. The data consist of 683 original photos taken of local food framing practices within the farmers’ markets and grocery stores and extensive field notes captured throughout multiple direct observations at each market space. My exploration is guided by a theoretical framework composed of constructs specific to institutional logic, product framing, and taste regimes. The findings illustrate how local food framing practices across alternative and mainstream marketspaces foster a local food taste regime that fails to convey the fundamental principles and values of the LFM. Recommendations for both practice and research are developed from the findings.

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”).

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.

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.

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.

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.

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.

The purpose of this paper is to investigate the effect of framing idle item recycling appeals as gains or losses on influencing consumers' idle item recycling intention by assessing the mediating role of perceived impact and the moderating role of product attachment.

In total, three experiments were conducted to gather data. The assumed hypotheses were verified using analysis of variance (ANOVA) and bootstrap analysis.

Study 1 illustrated that loss-framed messages are more persuasive than gain-framed messages for less-involved consumers in idle item recycling, whereas message framing shows no significant difference in more-involved consumers' intention. Study 2 suggested that perceived impact tends to increase less-involved consumers' recycling intention when the message is framed as loss. Study 3 demonstrated that less-involved consumers would react to idle item recycling messages when they are strongly attached to a product. Further, gain-framed messages are more efficacious than loss-framed messages in influencing more-involved consumers' recycling intention when they are strongly attached to a product.

Previous research focuses on promoting waste recycling behavior initiated by local, city or national governments. This study provides some of the first evidence on the influence mechanism of message framing on consumers' idle item recycling intention and offers insights into companies to develop effective advertising strategies for idle item recycling management.

The purpose of this paper is to examine the cross‐cultural generalization of the effect of option choice framing on product option choices and other managerial and psychological variables.

The experiment employs 124 Singaporean and 96 Thai working adults, who add options to a base model or delete options from a full model in a condominium purchase scenario. Hypotheses are derived from the different weights for monetary losses and utility gains from adding options vs utility losses and monetary gains from deleting options.

For both Singaporeans and Thais, compared to additive framing, subtractive framing results in a higher number of options chosen, higher total option prices, higher expected product prices and higher perceived product prestige. For Thais, compared to additive framing, subtractive framing also results in lower perceived decision difficulty and shorter decision time. For Singaporeans, compared to additive framing, subtractive framing results in shorter decision time and higher perceived value.

The option choice task is a scenario, not a real‐life choice task in which participants have to spend real money.

Subtractive option choice framing should be used rather than additive option choice framing. However, in recession time, the use of subtractive framing may backfire because consumers perceive the product as more expensive than its counterpart presented under additive framing, thus lowering their purchase intention of the product. In addition, whenever marketers want consumers to perceive the starting price as low, the price of a base model should be emphasized as opposed to the price of a full model.

This study examines an important issue – whether the superiority of subtractive framing over additive framing reported in past research is valid in other cultures that are very different from American and whether it is valid in another product category. The results qualify past findings that people give more weight to utility losses than monetary losses.

Despite significant business spending in areas such as personalization tools and add-on options representing levels of product attributes, most marketers do not know the amount of value that is directly attributable to their e-customization strategies. This study aims to offer an in-depth investigation of consumers' value perceptions of e-customization and their relationship with perceived sufficiency of information and cognitive cost. The context effects on value perception in e-customization are studied together with antecedent constructs.

The research consists of a 2×2 between-subjects factorial design. The full model is tested using multiple-group structural equation modeling analysis to verify the significance of the inter-relationships between constructs, as well as the main and the interaction effects of two experimental factors (product information framing and product type).

The experimental results showed that perceived e-customization value does not simply stem from the ability to “narrow-cast” content more specifically related to a shopper's interests (i.e. anticipated fulfillment value). Rather, this value also stems from the dynamic flexibility of the information system and its ability to entertain and educate during the information dissemination process (i.e. process value and knowledge value). Furthermore, when the customization framing features are better matched with product type characteristics, e-customization seemed to increase value in ways that are difficult to achieve in conventional shopping environments.

By testing the proposed structural model simultaneously with two experimental factors of product type and information framing, this work is the first to address the question of context effects on value creation in an area of increasing substantive importance.

The purpose of this paper is to investigate the impact of framing white space around a product image (e.g. silver polish) and its intended effect image (e.g. tarnish-free, shiny silverware) in an ad on the performance perceptions of the advertised product.

Four experimentally designed studies demonstrate a positive impact of framing the white space around the product and effect images. A total of 270 MTurk participants provided data for these studies through online surveys.

Findings across four different product categories reveal that when the white space surrounding the product and effect images in an ad is enclosed by a frame, consumers perceive product performance to be significantly higher than when there is no white space framing. This effect is mediated by enhanced perceived fit between the two images based on the white space framing.

The current findings contribute to multiple marketing research streams including the use of white space and frames in visual promotions, as well as the literature on product performance, perceived fit, stylistic manipulations (such as the framing of white space in this case) and advertising communication.

The use of product and effect visuals in advertising to convey product performance is one of the most widely used tactics in the consumer packaged goods industry. Managers and creative directors can leverage the current findings to improve consumer product performance perceptions by using a simple, stylistic manipulation (which does not alter the core ad elements but only the production aspects) of framing the white space around the product and effect images in their product ads.

To date, there is only a small body of research examining the role of white space and visual frames on marketing-related outcomes. However, none of that looks at white space framing. The current work is the first to examine how localization of white space around the product and effect images improves consumer perceptions about the advertised product’s performance.