The Moderators of Statistical Formats of Product Efficacy and Graphical Display on Framing-Message Effectiveness Relationship

Attribute framing, statistical formats of product efficacy and graphical display were examined to explain the conditions under which messages would be more effective in a health communication. The study extended the idea of different statistical formats to investigate how people respond to positively vs. negatively framed with different forms but equivalent efficacy information and found that frequency with a large denominator enhanced framing effects. Aid of graphical display was also found to facilitate framing effects. However, the enhancing effect of graphics disappeared when the framed messages were presented with a large denominator. Theoretical and practical implications of information presentation are discussed.

Citation:

Chun-Tuan Chang and Yu-Kang Lee (2005) ,"The Moderators of Statistical Formats of Product Efficacy and Graphical Display on Framing-Message Effectiveness Relationship", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research.