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The influence of evidence type and product involvement on message‐framing effects in advertising
Author(s) -
Dardis Frank E.,
Shen Fuyuan
Publication year - 2008
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.247
Subject(s) - framing (construction) , psychology , advertising , product type , framing effect , social psychology , persuasion , computer science , business , engineering , structural engineering , programming language
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. Copyright © 2008 John Wiley & Sons, Ltd.