Unveiling the Underlying Mechanism For the Matching Effect Between Construal Level and Message Frames: How and Why Do Matches Between Gain Versus Loss Frames and Construal Levels Enhance Persuasion?

Yun Lee, University of Iowa, USA
Jing Wang, University of Iowa, USA
Catherine Cole, University of Iowa, USA
This research investigates how and why different construal levels and different appeal frames jointly influence persuasion. The results show that matching high-level construals with gain frames and low-level construals with loss frames encourages individuals to pay more attention to the information in the marketing communication (experiment 1). This increased attention enhances processing fluency and leads to a) higher intentions to engage in cholesterol lowering behavior (experiment 1), b) more favorable brand attitudes toward a fictitious printer (experiment 2), and c) greater willingness to donate to an environmental organization (experiment 3). Further, it appears that under matching conditions consumers devote greater attention to message processing and thus are more sensitive to argument strength than consumers in non-matching conditions (experiment 3).
[ to cite ]:
Yun Lee, Jing Wang, and Catherine Cole (2011) ,"Unveiling the Underlying Mechanism For the Matching Effect Between Construal Level and Message Frames: How and Why Do Matches Between Gain Versus Loss Frames and Construal Levels Enhance Persuasion? ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 876-878.