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.

Authors

Chun-Tuan Chang, Assistant professor, National University of Kaohsiung
Yu-Kang Lee, Assistant professor, Chaoyang University of Technology



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

Time and Space for Robots and AI

Marat Bakpayev, University of Minnesota Duluth, USA

Read More

Featured

H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption

Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management

Read More

Featured

Seeing Brands Through Rose-Colored Lenses: When Fear of Being Taken Advantage Of Leads to Increased Trust

Steven Shepherd, Oklahoma State University, USA
Gavan Fitzsimons, Duke University, USA

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.