When Emotional Messages Are More Abstract: the Effects of Message Frame and Levels of Construal on Negative Attitudes Towards Smoking

Marcia Herter, Reims Management School, France
Adilson Borges, Reims Management School, France
This paper examines the effects of message frame and levels of construal on negative attitudes towards smoking. We show that in abstract construal, emotional (vs. rational) message frame increase negative attitudes towards smoking. However, when concrete construal is activated, emotional and rational messages impact negative attitudes towards smoking similarly.
[ to cite ]:
Marcia Herter and Adilson Borges (2013) ,"When Emotional Messages Are More Abstract: the Effects of Message Frame and Levels of Construal on Negative Attitudes Towards Smoking", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.