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Factors Affecting the Impact of Negatively and Positively Framed Ad Messages


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  • Shiv, Baba
  • Edell, Julie A
  • Payne, John W
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    This article examines the effects of negative and positive framing of ad claims on consume~s choices and attitudes. Propositions about how the extent of processing before choice affects the relative impact of claims-related versus advertising tactics-related cognitions are tested in three experiments. Findings suggest that when processing is limited, claims-related cognitions have a greater impact on choice, which results in the sponsoring brand being chosen more often when the ad claims are negatively framed than when they are positively framed. When respondents engage in more extensive processing before choice, tactics-related cognitions become more accessible and, if perceived to be unfair, result in an attenuation of the advantage of negative framing over positive framing. A different pattern of results is obtained when one examines brand attitudes rather than brand choice. Copyright 1997 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 24 (1997)
    Issue (Month): 3 (December)
    Pages: 285-94

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    Handle: RePEc:ucp:jconrs:v:24:y:1997:i:3:p:285-94

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    Cited by:
    1. Jungsil Choi & Duane Myer, 2012. "The effect of product positioning in a comparison table on consumers’ evaluation of a sponsor," Marketing Letters, Springer, vol. 23(1), pages 367-380, March.
    2. Kim, Jungkeun & Kim, Jae-Eun & Marshall, Roger, 2014. "Search for the underlying mechanism of framing effects in multi-alternative and multi-attribute decision situations," Journal of Business Research, Elsevier, vol. 67(3), pages 378-385.
    3. Brett Gordon & Mitchell Lovett & Ron Shachar & Kevin Arceneaux & Sridhar Moorthy & Michael Peress & Akshay Rao & Subrata Sen & David Soberman & Oleg Urminsky, 2012. "Marketing and politics: Models, behavior, and policy implications," Marketing Letters, Springer, vol. 23(2), pages 391-403, June.
    4. Massimo Finocchiaro Castro, 2004. "Cultural Education and the Voluntary Provision of Cultural Goods: An Experimental Study," Experimental 0404003, EconWPA, revised 27 Oct 2004.
    5. Lin, Chien-Huang & Kao, Danny T. & Chuang, Shih-Chieh & Wu, Pei-Hsun, 2006. "The persuasiveness of framed commercial messages: A note on marketing implications for the airline industry," Journal of Air Transport Management, Elsevier, vol. 12(4), pages 204-206.


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