Die Wirkung positiver und negativer Aussagen in der Werbung vor dem Hintergrund des Message Framing

Summary Using theoretical backgrounds of protection motivation theory and message framing the authors investigate the impact of positively and negatively framed messages on consumers’ attention and adaptive motivation. They develop a new model in which consumers’ protection motivation is affected by four components, believability, expectancy, coping efficacy and self efficacy, for positively and negatively framed messages. The strength of these motivational components depends on the products specific risks or benefits and consumers’ individual reference points. Within an empirical study it can be shown that attention is generally higher for negatively framed messages. Protection motivation depends on the products specific risks or benefits and on consumers’ specific reference points towards the threat/the promise, which can be expressed in variables like education, income, professional status, self esteem, and nervousness.