In Search of Moderators of the Effect of Message Framing on Persuasion

This manuscript presents a theoretical framework on the effect of message framing on persuasion in order to resolve inconsistencies in previous studies. This framework acknowledges that two distinct types of positive and negative frames exist because either desirable or undesirable end-states can be used as the anchor. I propose that the effect of message framing on persuasion is determined by the type of motivations that are salient during the processing of messages, which is in turn determined by two moderators: the degree of issue relevance and the end-state used to anchor the message. A meta-analysis of empirical studies generally supports the validity of the proposed framework.



Citation:

Sunghwan Yi (2005) ,"In Search of Moderators of the Effect of Message Framing on Persuasion", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 387-387.

Authors

Sunghwan Yi, University of Guelph



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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