Accentuate the Positive: Understanding Age Differences in Framing Effects

The author explores the role of age differences in framing effects. Marketing studies have shown that negatively framed messages are more effective under conditions of high issue involvement. Public service campaign studies, on the other hand, claim that positively framed messages are more effective in encouraging healthy behaviors. Based on cognitive aging theory, it was hypothesized that prevention oriented behaviors are facilitated by positively framed messages for senior citizens. A significant interaction between age and framing lends support to this argument. The study further explored the motivational underpinnings of aging effects on persuasion. Implications for persuasion and public policy are discussed.

Citation:

Rama Jayanti (2007) ,"Accentuate the Positive: Understanding Age Differences in Framing Effects", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 58-58.