Message Framing, Normative Advocacy and Persuasive Success

In the past few decades, environmental sustainability issues have helped change consumers' behavior and consumption patterns. In addition to increasing consumer awareness of environmentally friendly behavior, consumers face two alternatives of consuming environmentally friendly or conventional products. Consumer behavior is closely related to utility theory. During their evaluation process, consumers tend to consume products that provide maximum value or benefit. An empirical phenomenon in emerging markets such as Indonesia shows that the consumption of environmentally friendly products is still much lower than conventional products. Using the utility and prospect theory, this study aims to provide a conceptual framework in enhancing consumer perceived utility of environmentally friendly products through message framing in marketing communications. The use of message framing in marketing communications is one practical way that marketers can do to change consumer preferences and increase consumer perceived utility for environmentally friendly products.

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“…A person's response will be different to the same information if the information is presented differently. (Corner & Hahn 2010, Braun et al 1997.…”

Section: Resultsmentioning

confidence: 99%

What Enhances the Consumer Utility Function on Environmentally Friendly Products? The Role of Message Framing in Marketing Communications

Setyawan¹,

Noermijati²,

Sunaryo³

et al. 2021

Proceedings of the 18th International Symposium on Management (INSYMA 2021)

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“…The survey was distributed and data was collected by SurveyMonkey®. Second, the questions were scripted to avoid framing bias (Corner & Hahn, 2010;Fischer, Jonas, Frey & Kastenmüller, 2008). Corner and Hahn (2010) described question framing as a bias in which an individual would be disproportionally influenced by the way that the information was presented.…”

Section: Research Purpose and Designmentioning

confidence: 99%

Business Value: Is Ethics Truly Part of the Equation?

2018

Glob J Bus Dspln

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While business ethics is discussed in many forums including team meetings, corporate policy statements, it remains unclear whether ethical behavior is truly considered part of the business value chain by leaders. Project, program, and portfolio managers, as the individuals given the responsibility, accountability and authority to execute the business vision, are often at the center of the balancing act in trying to achieve business success while encountering the myriad of complexities and conflicting objectives. Using qualitative methods, the researchers explored how experienced business professionals define the term business value by providing examples in a specific organization. In response to open-ended questions, the researcher concluded that respondents unanimously identified business values associated with ethics or finance despite being asked specifically about ethics. Second, using a word frequency analysis, the researchers determined that a value-focused analysis was incomplete without a discussion of a stakeholder orientation. Here, over 70% of the respondents identified customer or employee as key stakeholder categories, despite not specifically being asked about stakeholders. To the respondents in this study, ethics is clearly part of the value-chain in their organizations.

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“…Istilah "pembingkaian" diperkenalkan oleh Tversky dan Kahneman (1981) untuk mendeskripsikan bahwa bentuk penyajian yang berbeda (secara positif atau negatif) suatu informasi atau permasalahan yang sama akan berpengaruh terhadap respon yang diberikan. Respon seseorang akan berbeda terhadap suatu informasi logis yang sebenarnya bersifat ekivalen apabila informasi tersebut disajikan secara berbeda (Corner & Hahn, 2010;Braun et al, 1997).…”

Section: Pendahuluanunclassified

Pembingkaian Pesan dan Perubahan Fungsi Utilitas Konsumen Produk Ramah Lingkungan: Sebuah Rerangka Konseptual

Setyawan¹

2017

inobis

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Terdapat irisan yang besar antara teori ekonomi dan ilmu manajemen dalam hal perilaku konsumen. Banyak konsep teori ekonomi yang diterapkan dalam menganalisis perilaku konsumen. Perilaku konsumen sangat erat kaitannya dengan teori utilitas, yang merupakan salah satu teori penting dalam ilmu ekonomi. Konsumen cenderung memilih produk yang memberikan nilai utilitas atau manfaat yang maksimal. Berkaitan dengan isu keberlanjutan lingkungan hidup, konsumen diperhadapkan pada produk yang ramah lingkungan disamping produk konvensional yang ada. Masih rendahnya konsumsi produk ramah lingkungan dibandingkan produk konvensional merupakan salah satu masalah praktis yang dihadapi pemasar dalam area pemasaran produk ramah lingkungan. Penulisan artikel ini bertujuan memberikan rerangka konseptual untuk meningkatkan persepsi utilitas konsumen pada produk ramah lingkungan melalui pembingkaian pesan dalam komunikasi pemasaran. Telaah pustaka mengenai pembingkaian pesan pada peningkatan persepsi utilitas konsumen produk ramah lingkungan menjadi diskusi utama dalam artikel ini. Pembingkaian pesan merupakan salah satu cara yang dapat dilakukan pemasar untuk merubah preferensi konsumen dari produk konvensional menjadi produk ramah lingkungan dengan meningkatkan persepsi utilitas konsumen. Keywords: perilaku konsumen, utilitas, pembingkaian pesan, produk ramah lingkungan

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Message Framing, Normative Advocacy and Persuasive Success

Cited by 10 publications

References 30 publications

What Enhances the Consumer Utility Function on Environmentally Friendly Products? The Role of Message Framing in Marketing Communications

What Enhances the Consumer Utility Function on Environmentally Friendly Products? The Role of Message Framing in Marketing Communications

Business Value: Is Ethics Truly Part of the Equation?

Pembingkaian Pesan dan Perubahan Fungsi Utilitas Konsumen Produk Ramah Lingkungan: Sebuah Rerangka Konseptual

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