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Article
Publication date: 13 July 2021

Yanji Duan, John A. Aloysius and Diane A. Mollenkopf

Firms employ various forms of disclosure to demonstrate commitment to and involvement in sustainable supply chain management (SSCM) practices. This research provides guidance to…

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Abstract

Purpose

Firms employ various forms of disclosure to demonstrate commitment to and involvement in sustainable supply chain management (SSCM) practices. This research provides guidance to firms employing framing strategies when communicating their SSCM with external stakeholders like consumers as part of their supply chain transparency efforts.

Design/methodology/approach

The authors employed a middle-range theorizing approach to understand the context of SSCM practices and mechanisms of variously framed communication methods to disclose sustainability information to consumers. The authors conducted two experiments in an e-waste recycling context, studying how sustainable information disclosed to consumers using attribute framing and goal framing can affect consumers' attitudes. The authors also examined the moderating role of consumers' environmental involvement.

Findings

Results suggest that when attribute framing is used, firms should avoid framing the attribute from a negative valence. When goal framing is used, messages with consequences stated as “avoid loss” yield the most substantial effect. Additionally, framing effects are more significant for consumers with higher-than-average environmental involvement.

Originality/value

The authors’ results contribute to the ongoing theorization of SSCM by providing contextual understanding of how to communicate sustainability information. Corroborating evidence from marketing, framing effects are found to be context specific, thereby elucidating the framing literature more fully to the SSCM context. The authors extend this literature by studying attribute framing and comparing the effectiveness of all possible goal framing combinations of valence and gain/loss perspective in the SSCM communication context.

Details

International Journal of Physical Distribution & Logistics Management, vol. 52 no. 1
Type: Research Article
ISSN: 0960-0035

Keywords

Article
Publication date: 9 April 2020

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 paper…

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
ISSN: 0265-2323

Keywords

Article
Publication date: 16 August 2022

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.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 6 February 2017

Lauren Jennifer Vinnell, John McClure and Taciano Lemos Milfont

The purpose of this paper is to understand how framing messages about earthquake risk affect judgements about legislation requiring the strengthening of earthquake-prone buildings.

Abstract

Purpose

The purpose of this paper is to understand how framing messages about earthquake risk affect judgements about legislation requiring the strengthening of earthquake-prone buildings.

Design/methodology/approach

Scenarios described the legislation with a general population sample (n=271). Two types of framing effects were examined in a 2 (valence frame: positive or negative or positive) by 2 (numerical format frame: frequency/number or percentage) experimental design.

Findings

Scenarios reporting the number of earthquake-prone buildings (negative frequency format) increased support for the earthquake-strengthening legislation more than the same message framed positively (frequency number of resilient building) or as a percentage. Demographic variables such as previous earthquake experience and gender interacted with the framing effects, and other variables also predicted support for the legislation were identified.

Research limitations/implications

These results have direct implications for the use of framing effects messages in communications about earthquake risk and the wider domain.

Originality/value

This is the first study to show that the way the risk is framed affects citizens’ judgement of the value of earthquake legislation.

Details

Disaster Prevention and Management: An International Journal, vol. 26 no. 1
Type: Research Article
ISSN: 0965-3562

Keywords

Article
Publication date: 19 September 2008

Simon J. Pervan and Andrea Vocino

The purpose of this paper is to explore how message framing is commonly used by magazine advertisers.

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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.

Details

Marketing Intelligence & Planning, vol. 26 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 24 April 2009

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…

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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.

Details

Disaster Prevention and Management: An International Journal, vol. 18 no. 2
Type: Research Article
ISSN: 0965-3562

Keywords

Article
Publication date: 12 January 2022

Kyongseok Kim and Hyang-Sook Kim

The purpose of this study is to test the visual superiority effect in a verisimilar scenario that an industry association seeks to manipulate consumers using a visual element in…

Abstract

Purpose

The purpose of this study is to test the visual superiority effect in a verisimilar scenario that an industry association seeks to manipulate consumers using a visual element in its ad while providing an ostensibly balanced claim about the potential health effects of stevia.

Design/methodology/approach

Two experiments were conducted. In Study 1, an online experiment was conducted with a sample of 112 adult consumers using a two-group (headline frame type: gain vs loss), post-test only design with additional planned analysis of an individual difference (i.e. regulatory focus). In Study 2, another online experiment was implemented with a sample of 175 adults using a 2 (headline frame type: gain vs loss) × 2 (image valence: positive vs negative) between-subjects design with additional planned analysis of regulatory focus. The hypotheses were tested by running the PROCESS macro on SPSS.

Findings

The results showed that when exposed to the advertising message designed to elicit uncertainty, participants relied more on the visual than the textual content (i.e. framed headline and body text) in forming attitude toward the behavior (i.e. consuming stevia). Analysis of cognitive responses also revealed that those who received the stimulus ad with an image added (Study 2) generated significantly fewer thoughts related to the textual content of the ad than those who received the ad with no image (Study 1).

Originality/value

This study represents one of the earliest experimental inquiries into the visual superiority effect in an advertising context. While earlier studies have tended to rely on dual-processing models to test the effects of advertising stimuli featuring both textual and visual elements, the findings of this study (e.g. visual content overwhelmed its textual counterpart in producing persuasive effects) somewhat contradict the premise of dual-processing models.

Details

Journal of Consumer Marketing, vol. 39 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 3 November 2022

Eric Litton

This paper applies the theory of loss aversion to public budgeting. It seeks to understand how loss aversion affects recommended budget amounts in two scenarios, one with explicit…

Abstract

Purpose

This paper applies the theory of loss aversion to public budgeting. It seeks to understand how loss aversion affects recommended budget amounts in two scenarios, one with explicit and one with implied risk levels. It also furthers the understanding of how the personality trait of risk propensity moderates recommended budget amounts in these scenarios.

Design/methodology/approach

Utilizing original data gathered from experimental vignettes, 339 US-based participants provided budget recommendations on two separate federal education programs. Participants were current budget professionals and master's-level students. One program utilizes a risky choice frame scenario while the other uses a goal frame scenario.

Findings

Participants are more likely to select a risky program option when the options are framed in terms of loss. Additionally, participants recommended larger budgets when they select the riskier program option. When presented with program goals, participants budget more when the goals are framed in terms of loss as opposed to gains. Results on participant risk propensity are mixed.

Practical implications

The discussion section includes multiple recommendations on how managers can approach budgeting with the intent of obtaining the most efficient budget allocation for the programs under their control.

Originality/value

The study is the first to examine framing and risk propensity in budgeting using two different types of framed messaging. Additionally, it is the only study to ask participants to recommend a budget amount after selecting a risky choice option. Therefore, results are more relevant to the entire process of public budgeting. Also, the study includes a mixture of participants with and without finance experience, providing insight into how different public employees allocate funds.

Details

Journal of Public Budgeting, Accounting & Financial Management, vol. 35 no. 1
Type: Research Article
ISSN: 1096-3367

Keywords

Open Access
Article
Publication date: 16 July 2021

Monica Rossolini, Alessia Pedrazzoli and Alessandro Ronconi

Recognising the growing importance of environmental and sustainable activities and the role of communication strategies in soliciting their financing, this work investigates the…

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Abstract

Purpose

Recognising the growing importance of environmental and sustainable activities and the role of communication strategies in soliciting their financing, this work investigates the influence of message framing, green emphasis and quantitative information on the probability of green crowdfunding campaigns' success.

Design/methodology/approach

This analysis is based on crowdfunding campaigns published between 2015 and 2020 on the Indiegogo platform in the category “Community projects – Environment”. The study develops an in-depth qualitative content analysis of the projects before performing an empirical examination to determine funding causes.

Findings

Communication strategies (message framing, green emphasis and quantitative goals) affect funding success. However, project category moderates the impact of message framing and green emphasis on campaign success. While positive framing increases agri-food campaign success, negative framing is more effective for clean energy and climate preservation projects. Moreover, indication of a quantitative goal and a marked green emphasis in a project's presentation increase campaign success, but a too marked green emphasis is only effective for agri-food projects.

Practical implications

Green entrepreneurs and campaign managers must work carefully on their projects' communication, accounting for the type of product proposed, emphasising green components in its description and utilising quantitative information to present future goals. These strategies maximise backers' responses and enable entrepreneurs to obtain funding. The authors’ findings may be extended to other contexts, including the banking sector, to craft effective communication strategies for green financial products.

Originality/value

By applying framing theory in a new context (i.e. the online financing of green entrepreneurs), this study identifies new campaign success determinants and provides evidence for the moderating role of project category. Furthermore, the study highlights the need to develop different communication strategies for social and environmental-oriented projects.

Details

International Journal of Bank Marketing, vol. 39 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 13 February 2023

Seongseop (Sam) Kim, Jungkeun Kim and Youngjoon Choi

This study aims to assess how airline companies can frame their message strategies given the effects of the COVID-19 pandemic.

Abstract

Purpose

This study aims to assess how airline companies can frame their message strategies given the effects of the COVID-19 pandemic.

Design/methodology/approach

Message forms used in empirical tests included message framings, regulatory focuses and benefit types. A total of 450 participants were recruited through an online survey.

Findings

Promotion-focused behavioral intention was more effective when personal economic benefit was negatively framed. However, prevention-focused behavioral intention was more effective where social benefit was positively framed. The results were moderated by personal traits such as the level of perceived COVID-19 threat.

Originality/value

The findings of this study can help create new communication strategies during risky or critical situations.

设计/方法/步骤

本文实证分析中所使用的信息形式包括信息框架、监管重点和利益类型。通过线上问卷调查, 共招募了450名参与者。数据分析采用了ANOVA检验和Hayes(2017)的PROCESS检验。

研究结果

当个人经济利益是负面框架时, 促进定向的行为意向更有效。然而, 当社会利益是正面框架时, 防御定向的行为意向更为有效。上述关系受到个人特质的调节, 如COVID-19感知威胁的程度。

独创性/价值

本研究的结果是新颖且有意义的, 有助于在风险或危急情况下创造新的传播策略。

Diseño/metodología/enfoque (límite 100 palabras)

Las formas de mensaje utilizadas en las pruebas empíricas incluyeron encuadres de mensajes, enfoques normativos y tipos de beneficios. Se reclutó a un total de 450 participantes a través de una empresa en línea porque era difícil recopilar datos durante la pandemia.

Objetivo (límite 100 palabras)

Este estudio pretende evaluar cómo las compañías aéreas pueden enmarcar sus estrategias de mensajes teniendo en cuenta los efectos de la pandemia de COVID-19.

Conclusiones (limite 100 palabras)

El comportamiento centrado en la promoción fue más eficaz cuando el beneficio económico personal se enmarcó negativamente. Sin embargo, el comportamiento centrado en la prevención fue más eficaz cuando el beneficio social se enmarcó positivamente. Los resultados fueron moderados por rasgos personales como el nivel de amenaza percibida de COVID-19.

Originalidad/valor (límite 100 palabras)

Las conclusiones de este estudio son muy novedosas y significativas en la medida en que pueden ayudar a crear nuevas estrategias de comunicación durante situaciones de riesgo o críticas.

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