Premium
Exploring Message Framing Outcomes When Systematic, Heuristic, or Both Types of Processing Occur
Author(s) -
MeyersLevy Joan,
Maheswaran Durairaj
Publication year - 2004
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp1401&2_18
Subject(s) - framing (construction) , psychology , heuristic , social psychology , computer science , artificial intelligence , structural engineering , engineering
Mixed findings have emerged in message framing studies, even when such studies employ the same general type of framing, such as goal framing. This article attempts to show that by extending the heuristic–systematic model‐based explanation of message framing effects to incorporate conditions that may prompt both systematic and heuristic processing, this theory may accommodate some of the aberrant findings. The research reported shows that by varying a message issue's risky implications and its personal relevance, 2 factors that potentially influence the type of processing people employ, systematic, heuristic, or concurrently both types of processing were evoked and influenced people's judgments, causing alternative patterns of message framing effects to occur. The results offer insight into how each of these types of processing can affect message framing outcomes, and they imply that certain seemingly aberrant findings in the literature can be reconciled with this extended theory.