IDEAS home Printed from https://ideas.repec.org/a/ids/ijdipe/v5y2019i1p27-41.html
   My bibliography  Save this article

Effects of different types of framing in advertising messages on human decision behaviour

Author

Listed:
  • Birgit Burböck
  • Viktoria Kubli
  • Anita Maček
  • Vito Bobek

Abstract

This paper seeks to investigate the occurrence of a framing effect in advertising messages when confronted with different types of frames. A quantitative study, conducted by the authors showed that positively and negatively framed advertising messages were created for the attribute framing type and the goal framing type. Furthermore, there exist significant differences in human choice behaviour due to the framing of the message in the attribute frame and in the goal frame. Participants in the positive framing condition of the attribute framing experiment reached higher scores to all three measured dimensions than those assigned to the negatively framed advertising message. Also in the goal framing experiment, subjects were found to prefer the positively framed advertising message. These results suggest that a framing effect is occurring in the attribute framing type and in the goal framing type due to the different framing of the advertising message.

Suggested Citation

  • Birgit Burböck & Viktoria Kubli & Anita Maček & Vito Bobek, 2019. "Effects of different types of framing in advertising messages on human decision behaviour," International Journal of Diplomacy and Economy, Inderscience Enterprises Ltd, vol. 5(1), pages 27-41.
  • Handle: RePEc:ids:ijdipe:v:5:y:2019:i:1:p:27-41
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=99139
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijdipe:v:5:y:2019:i:1:p:27-41. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=394 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.