Moderating Effects of Need for Cognition on Responses to Positively versus Negatively Framed Advertising Messages

Yong, Zhang; Buda, Richard

doi:10.1080/00913367.1999.10673580

Cited by 244 publications

(140 citation statements)

References 33 publications

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“…In light of the differences between findings documented by ad framing research and findings from literature concerning risky behaviors, advertising researchers have proposed new mechanisms to explain why positive ad frames are more effective than negative ad frames (e.g., Levin, 1987;Smith, 1996;Zhang & Buda, 1999). For example, Levin (1987) argues that product messages presented in positive frames as opposed to negative frames generate more favorable associations with the advertised product, which further mediate participants' responses to the product.…”

Section: The Underlying Mechanism Of Ad Framing Effectsmentioning

confidence: 99%

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Ad framing effects for consumption products: An affect priming process

Chang¹

2007

Psychology and Marketing

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This research examines why positively framed messages work more effectively than negatively framed messages in product advertising by establishing an affect priming process model. Findings from Experiment 1 showed that positively framed ad messages evoked higher levels of positive affect and lower levels of negative affect than did negatively framed ad messages. Accordingly, positively framed ad messages generated more favorable ratings on ad believability, ad liking, and brand attitudes. Most importantly, this research demonstrated the process by which frame-evoked affect exerted influence on brand attitudes via its impacts on priming affect-congruent cognitive responses. Experiment 1 also found that positively framed ads encouraged participants to be attentive to and elaborate on messages more so than negatively framed ads. Findings from Experiment 2 further showed that ad framing effects were moderated by the type of product attributes being featured.

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Section: The Underlying Mechanism Of Ad Framing Effectsmentioning

confidence: 99%

“…In advertising literature, ad framing mainly concerns the presentation of positive outcomes or negative consequences (Homer & Yoon, 1992;Smith, 1996;Zhang & Buda, 1999). A positively framed ad message focuses on positive benefits resulting from the purchase of a product (Smith, 1996).…”

Section: Introductionmentioning

confidence: 99%

Ad framing effects for consumption products: An affect priming process

Chang¹

2007

Psychology and Marketing

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“…To date, the moderating effect of source credibility has been found in studies on the promotion of goods or services (Arora et al 2006;Jones et al 2004;Kumkale et al 2010;Zhang and Buda 1999). Though examples of studies focused on the role of source credibility in social marketing programs can be found, they are relatively rare.…”

Section: Introductionmentioning

confidence: 99%

The Impact of Message Framing and Source Credibility on Breastfeeding Intention: A Social Marketing Approach

Hussein

Manna

Cohen

2014

GADJAH MADA INT. J. BUS.

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Though highly recommended by health organizations worldwide, breastfeeding an infant from birth for a period of several months is not universal. There is thus a need to investigate appropriate and effective means to promote this breastfeeding behavior. This study, rooted in a social marketing perspective, tests the impact of message framing and source credibility on the behavioral intention to breastfeed. A 2 x 2 factorial experiment was conducted in Indonesia, an especially relevant setting given that the percentage of Indonesian women who breastfeed is low compared to other countries. Two hundred and seventy nine pregnant women participated in this study. The findings of this study indicate that the interaction between message framing and source credibility has a significant effect on a person's attitude and intention to provide exclusive breastfeeding. In addition, this study finds that attitude is an essential determinant of intention.Abstrak: Meskipun menyusui bayi sejak lahir untuk jangka waktu tertentu sangat dianjurkan oleh berbagai organisasi kesehatan dunia, namun hal tersebut tidak universal. Oleh karena itu, perlu diadakan penelitian untuk mendapatkan cara yang tepat dan efektif untuk mempromosikan perilaku menyusui. Penelitian ini yang berakar dalam perspektif social marketing, yang menguji dampak pesan framing dan kredibilitas sumber data terhadap niat berperilaku untuk menyusui. Percobaan dengan menggunakan desain faktorial 2 x 2 dilakukan di Indonesia yang sangat relevan mengingat persentase perempuan Indonesia yang menyusui lebih rendah daripada negara lain. Penelitian ini dilakukan dengan sampel data sebanyak 279 perempuan hamil yang berpartisipasi dalam penelitian ini. Temuan dari penelitian ini menunjukkan bahwa interaksi antara pesan framing dan kredibilitas sumber data memiliki pengaruh yang signifikan terhadap sikap dan niat untuk memberikan air susu ibu (ASI) eksklusif. Selain itu, penelitian ini menemukan bahwa sikap merupakan faktor penting dalam menentukan niat.

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“…The appearance focus subscale contained nine items on a seven-point Likert scale (e.g., "My looks are important to me") (α = .87). Behavioral intentions to suntan were measured by means of three items on a seven-point semantic differential scale (Zhang & Buda, 1999) (e.g., "How likely is the chance you will suntan?" ranging from 1 (very unlikely, not probable) to 7 (very likely, very probable) (α = .97).…”

Section: Methodsmentioning

confidence: 99%

Health versus Appearance Focus in One- versus Two-sided Messages Discouraging Sun Tanning

2013

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In a 2 by 2 experimental design, this study investigates the impact of message sidedness (oneversus two-sided) and argument focus (health versus appearance) in messages to discourage sun tanning. The results of this study show that two-sided anti sun tanning messages receive more attention and generate a higher message content recall than their conventional one-sided counterparts. Additionally, when a message is two-sided, appearance focused arguments lead to lower behavioral intentions to suntan than health focused arguments, whereas for a onesided messages, health versus appearance focus has no different impact.

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Moderating Effects of Need for Cognition on Responses to Positively versus Negatively Framed Advertising Messages

Cited by 244 publications

References 33 publications

Ad framing effects for consumption products: An affect priming process

Ad framing effects for consumption products: An affect priming process

The Impact of Message Framing and Source Credibility on Breastfeeding Intention: A Social Marketing Approach

Health versus Appearance Focus in One- versus Two-sided Messages Discouraging Sun Tanning

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