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The persuasiveness of framed commercial messages: A note on marketing implications for the airline industry

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  • Lin, Chien-Huang
  • Kao, Danny T.
  • Chuang, Shih-Chieh
  • Wu, Pei-Hsun

Abstract

This study uses the concepts of customer segmentation and time pressure to examine the persuasiveness of commercial message framing. It finds positively framed (PF) messages are more persuasive than negatively framed (NF) messages when directed toward intensively involved air travelers under time pressures but that NF messages are more persuasive when directed toward interested air travelers not under any great time constraints. Further, uninterested (minimally involved) air travelers may fail to be persuaded by any message framing regardless of how pressed they are for time.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jaitra:v:12:y:2006:i:4:p:204-206
    DOI: 10.1016/j.jairtraman.2006.01.005
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    References listed on IDEAS

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    1. Shiv, Baba & Edell, Julie A & Payne, John W, 1997. "Factors Affecting the Impact of Negatively and Positively Framed Ad Messages," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(3), pages 285-294, December.
    2. Suri, Rajneesh & Monroe, Kent B, 2003. "The Effects of Time Constraints on Consumers' Judgments of Prices and Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(1), pages 92-104, June.
    3. Batra, Rajeev & Ray, Michael L, 1986. "Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(4), pages 432-445, March.
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    Cited by:

    1. Ozlem Atalik & Iki Eylul & Bahri Baran Kocak, 2015. "A Discourse Analysis for Ads in Turkey: Pegasus Airlines and Anadolujet," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(6), pages 87-101, June.
    2. Martín-Consuegra, David & Esteban, à gueda, 2007. "Market orientation and business performance: An empirical investigation in the airline industry," Journal of Air Transport Management, Elsevier, vol. 13(6), pages 383-386.
    3. Henderson, Isaac Levi & Tsui, Kan Wai Hong & Ngo, Thanh & Gilbey, Andrew & Avis, Mark, 2019. "Airline brand choice in a duopolistic market: The case of New Zealand," Transportation Research Part A: Policy and Practice, Elsevier, vol. 121(C), pages 147-163.
    4. Doong, Her-Sen & Wang, Hui-Chih & Law, Rob, 2008. "An initial investigation of the effect of advertisement and word-of-month on first-time visitors to Hong Kong," Journal of Air Transport Management, Elsevier, vol. 14(3), pages 159-161.

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