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?

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).



Citation:

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.

Authors

Yun Lee, University of Iowa, USA
Jing Wang, University of Iowa, USA
Catherine Cole, University of Iowa, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

How Mortality Salience Shapes Consumers’ Responses to Brands

Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

Read More

Featured

A3. Why People Still Do Not Trust Algorithmic Advice in Decision Making

JAEWON HWANG, Sejong University
Dong Il Lee, Sejong University

Read More

Featured

Understanding the Role of Gifts in Managing Marriage and Family Relations: The Case of the Male Phoenix in China

Jia Cong, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.