Does the Frame of a Comparative Ad Moderate the Effectiveness of Extrinsic Information Cues?

Anne L. Roggeveen Dhruv Grewal Jerry Gotlieb,

Title:

Does the Frame of a Comparative Ad Moderate the Effectiveness of Extrinsic Information Cues?

 

Authors:  

Anne Roggeveen, Babson College

Dhruv Grewal, Babson College

Jerry Gotlieb, Western Kentucky University

 

Short Abstract: 

This research investigates how framing moderates the use of message cues on performance risk evaluations. Understanding the moderating impact of frame is important from a theoretical perspective as frame is a critical contingency factor in how evaluations are formed. This research investigates whether framing affects the use of all extrinsic cues similarly, the effect of multiple extrinsic cues and the impact when extrinsic information is not explicitly provided. Evidence is provided that positively framed messages engender more thorough analysis of message cues than negatively framed messages and impact how extrinsic cues are used.
[ to cite ]:
Anne L. Roggeveen Dhruv Grewal Jerry Gotlieb (2006) ,"Does the Frame of a Comparative Ad Moderate the Effectiveness of Extrinsic Information Cues?", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 101-101.