Is a Picture Worth a Thousand Words? the Moderators of Graphical Display and Statistical Formats of Product Efficacy on Framing-Message Effectiveness Relationship

Chun-Tuan Chang, Institute of Economics and Management, National University of Kaohsiung

IS A PICTURE WORTH A THOUSAND WORDS?

INFLUENCES OF GRAPHIC ILLUSTRATION ON FRAMED ADVERTISMENTS

 

Chun-Tuan Chang

National University of Kaohsiung

 

Statistical framing of product efficacy and graphic illustration were examined to explain the conditions under which messages could be more effective in a healthcare product advertisement. Using different health contexts (skin care and traveling) and statistical formats (percentage and frequency), two experiments investigate how consumers respond to positively and negatively framed messages with different forms but equivalent information about product efficacy. Framing effects were enhanced by graphical aids when statistics were presented in a percentage or a frequency with a small number size. The moderating role of graphs on framing effectiveness was eliminated when statistics were presented in frequency with a large number size.
[ to cite ]:
Chun-Tuan Chang (2006) ,"Is a Picture Worth a Thousand Words? the Moderators of Graphical Display and Statistical Formats of Product Efficacy on Framing-Message Effectiveness Relationship", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 104-112.