The influence of evidence type and product involvement on message‐framing effects in advertising

Abstract

Extrapolating from prior research that describes the persuasive effects of gain-versus loss-framed messages via the heuristic-systematic model (HSM), the current study incorporated two advertising-related factors -evidence type (informational vs. exemplar) and product involvement -and examined their influence on message-framing effects in advertisements for commonplace consumer products. A significant interaction in Experiment 1 indicated that loss-framed messages were persuasive in a higher-involvement context only when coupled with informational evidence, which enhanced systematic processing among participants and thereby elicited the framing effect. No interaction effects occurred in the lower-involvement context of Experiment 2, in which the hypothesized thought-processing patterns did not evince. Consistent with recent theoretical advancements, these results indicate that message-framing effects can be attenuated when both systematic and heuristic processing occur simultaneously. Practical implications are discussed.

The impact of online reviews on hotel booking intentions and perception of trust

“…Both these findings reinforce the persuasive impact that positive comments can have on the perceptions and decisions of other consumers (Donovan & Jalleh, 1999). However, as evident in other research into the influence of framing (Dardis & Shen, 2008), findings of this study point to more complicated effects with the frame variable interacting with the other variables such as valence, ratings and target to produce differential results for booking intent and trust in hotel.…”

“…Consumer researchers (e.g. Dardis & Shen, 2008;Donovan & Jalleh, 1999;Levin & Gaeth, 1988) have drawn on literature to demonstrate the role of framing in consumer decision-making. Framing within the context of these studies has tended to draw upon the seminal works of Kahneman and Tversky (1984).…”

The Influence of Online Reviews on Consumers' Attributions of Service Quality and Control for Service Standards in Hotels

“…How information is presented seems to have an important influence on consumer evaluations. Framing refers to "the context within which the information is presented" (Donovan & Jalleh, 1999, p. 613), and whether information is framed positively or negatively can influence a consumer's perceptions of a product or service (see Dardis & Shen, 2008;Donovan & Jalleh, 1999;Grewal, Gotlieb, & Marmorstein, 1994;Kahneman & Tversky, 1984). Positively framed information highlights a product's advantages or potential gains for consumers, whereas negatively framed information focuses on disadvantages of a product or potential losses for consumers (Grewal et al, 1994).…”

To share or not to share? Explaining willingness to share in the context of social distance

“…The second parameter of the environmental dimension of field theory is the involvement towards the good, that is, the product to be shared. Product involvement is a significant variable for explaining consumer behaviour (Bauer, Sauer, & Becker, ; Dardis & Shen, ; Michaelidou & Dibb, ) and represents a person's interest, enthusiasm, and excitement towards a product category (Goldsmith, d'Hauteville, & Flynn, ). Product involvement refers to the perceived relevance of an object for oneself (Zaichkowsky, ).…”