Ad framing effects for consumption products: An affect priming process

Abstract

This research examines why positively framed messages work more effectively than negatively framed messages in product advertising by establishing an affect priming process model. Findings from Experiment 1 showed that positively framed ad messages evoked higher levels of positive affect and lower levels of negative affect than did negatively framed ad messages. Accordingly, positively framed ad messages generated more favorable ratings on ad believability, ad liking, and brand attitudes. Most importantly, this research demonstrated the process by which frame-evoked affect exerted influence on brand attitudes via its impacts on priming affect-congruent cognitive responses. Experiment 1 also found that positively framed ads encouraged participants to be attentive to and elaborate on messages more so than negatively framed ads. Findings from Experiment 2 further showed that ad framing effects were moderated by the type of product attributes being featured.

Persuasion and Affect in the Framing of Poverty: An Experiment on Goal Framing

“…A more valuable contribution of this study is empirical evidence supporting negative affect as a mediator in the relationship between message framing and public policy support in the context of goal framing. Consistent with previous research (Chang, 2008;Shen & Dillard, 2007), we found that the loss frame induced greater negative affect than the gain frame. More notably, mediation analysis also supported the hypothesis that the impact of goal framing on public policy support was fully mediated by negative affect.…”

“…Since Shen and Dillard's (2007) study demonstrating that gain-framed messages led to greater positive emotions, and loss-framed messages led to greater negative emotions, research in the area of health communication has persisted (Chang, 2008;O'Keefe & Nan, 2012;Wong, Harvell, & Harrison, 2013). These findings are consistent with appraisal theories of emotion.…”

From Product-Country Image to National Image: “Made In China” and Integrated Valence Framing Effects

“…Valenced frame, implicitly bearing positive versus negative attributes, highlights opposite aspects of factually identical situations or objects (de Vreese & Boomgaarden, 2003, p. 363), such as gain or loss, advantage or disadvantage, favor or disfavor, leading to frame-cued evaluation and assessment among audience. Many studies support the hypothesis that valence framing has significant influence on people's perception, judgment and decision-making in various sub-fields of communication (e.g., Chang, 2005Chang, , 2008Levin & Hart, 2003;Rothman & Salovey, 1997;Schuck & de Vreese, 2006;Wang, 2007).…”

Understanding the Ecological Adoption of Solar Water Heaters Among Customers of Island Economies

“…Furthermore, Chang (2008) and Tu et al (2013) have proposed that green advertising messages can influence customers' views and judgments about products as suggested by several researchers (Qader and Zainuddin, 2011;Zhu, 2012, Nyborg et al 2006.…”