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L'utilisation du cadrage des conséquences au sein des messages de sante publique : bilan et perspectives pour la recherche en marketing

  • L. Balbo

    (CERAG - Centre d'études et de recherches appliquées à la gestion - Grenoble 2 UPMF - Université Pierre Mendès France - CNRS)

  • M.L. Gavard-Perret

    (CERAG - Centre d'études et de recherches appliquées à la gestion - Grenoble 2 UPMF - Université Pierre Mendès France - CNRS)

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    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.

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    File URL: https://halshs.archives-ouvertes.fr/halshs-00534782/document
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    Date of creation: 2010
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    Publication status: Published in Cahier de recherche n° 2010-03 E3. 2010
    Handle: RePEc:hal:journl:halshs-00534782
    Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00534782
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    1. Levin, Irwin P. & Schneider, Sandra L. & Gaeth, Gary J., 1998. "All Frames Are Not Created Equal: A Typology and Critical Analysis of Framing Effects," Organizational Behavior and Human Decision Processes, Elsevier, vol. 76(2), pages 149-188, November.
    2. Punam A. Keller, 2006. "Regulatory Focus and Efficacy of Health Messages," Journal of Consumer Research, Oxford University Press, vol. 33(1), pages 109-114, 06.
    3. Wallendorf, Melanie, 2001. " Literally Literacy," Journal of Consumer Research, Oxford University Press, vol. 27(4), pages 505-11, March.
    4. Rui (Juliet) Zhu & Joan Meyers-Levy, 2007. "Exploring the Cognitive Mechanism that Underlies Regulatory Focus Effects," Journal of Consumer Research, Oxford University Press, vol. 34(1), pages 89-96, 04.
    5. Moorman, Christine & Matulich, Erika, 1993. " A Model of Consumers' Preventive Health Behaviors: The Role of Health Motivation and Health Ability," Journal of Consumer Research, Oxford University Press, vol. 20(2), pages 208-28, September.
    6. Unnava, H Rao & Agarwal, Sanjeev & Haugtvedt, Curtis P, 1996. " Interactive Effects of Presentation Modality and Message-Generated Imagery on Recall of Advertising Information," Journal of Consumer Research, Oxford University Press, vol. 23(1), pages 81-88, June.
    7. Tversky, Amos & Kahneman, Daniel, 1986. "Rational Choice and the Framing of Decisions," The Journal of Business, University of Chicago Press, vol. 59(4), pages S251-78, October.
    8. Aaker, Jennifer L. & Lee, Angela Y., 2006. "Understanding Regulatory Fit," Research Papers 1910, Stanford University, Graduate School of Business.
    9. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. " Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Oxford University Press, vol. 10(2), pages 135-46, September.
    10. Levin, Irwin P & Gaeth, Gary J, 1988. " How Consumers Are Affected by the Framing of Attribute Information before and after Consuming the Product," Journal of Consumer Research, Oxford University Press, vol. 15(3), pages 374-78, December.
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