L'utilisation du cadrage des conséquences au sein des messages de sante publique : bilan et perspectives pour la recherche en marketing
Prospect theory (Tversky and Kahneman, 1979; 1981; 1986) implies that people's decision making processes are not entirely rational, and that preferences may be affected by the way in which information is presented. This theory introduces the “framing effect”; i.e. to what extent does the framing of information influence its perception. This communication aims at providing a synthesis on the academic works related to the study of “framing effect” (Tversky et Kahneman, 1981; 1986) within health related communications. Using the prospect theory framework (Tversky and Kahneman, 1979; 1981; 1986), Rothman and Salovey (1997) proposed that a health message could be framed in order to be more efficient. For this purpose, the “framing effect” concept (Tversky and Kahneman 1981 and 1986) because of its potential role in the effectiveness of health communications, struck us as particularly interesting for marketing researchers who want to study how to improve health communications.
|Date of creation:||2010|
|Date of revision:|
|Publication status:||Published in Cahier de recherche n° 2010-03 E3. 2010|
|Note:||View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00534782|
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