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Advertising Framing Effects and Consideration of Future Consequences
Author(s) -
KEES JEREMY
Publication year - 2011
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.2010.01190.x
Subject(s) - framing (construction) , advertising , framing effect , psychology , marketing , social psychology , business , persuasion , engineering , structural engineering
Many consumers have a difficult time considering the future consequences of their behaviors and are prone to discount future health risks. The two experiments presented here test the effectiveness of framing techniques designed to persuade consumers who typically do not consider the future consequences of their behaviors to make better health decisions. Results from Study 1 show that present‐oriented consumers can be more strongly persuaded by messages that emphasize proximal rather than distal consequences of unhealthy food choices. Findings of Study 2 suggest that messages focused on promotion strategies (vs. prevention strategies) result in higher behavioral intentions for present‐oriented consumers.