Guilt and Shame: Environmental Message Framing Effects

Baek, Tae Hyun; Yoon, Sukki

doi:10.1080/00913367.2017.1321069

Cited by 124 publications

(120 citation statements)

References 76 publications

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“…The IMC literature has disproportionally focused on the need for consistent message contents across media, but more scholarly attention is needed to observe psychological congruency across promotional platforms (e.g., McKay-Nesbitt & Yoon, 2015). For example, the literature regarding gain/loss message framing (e.g., Baek & Yoon, 2017) suggests that consumers might form different perceptions toward addition-framed discounts ("Buy 2, get 1 free") than toward subtraction-framed discounts ("Get 3, pay for 2"). Advertising effects are likely to be enhanced if addition-framed (subtraction-framed) discounts are matched to gainframed (loss-framed) advertising messages.…”

Section: Discussionmentioning

confidence: 99%

Dollar-Off or Percent-Off? Discount Framing, Construal Levels, and Advertising Appeals

Kim

Corner

et al. 2019

Journal of Promotion Management

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In two studies, the authors reveal how consumers react to marketing messages when two commonly used promotional tactics-price discounts and advertising messages-are synergized. Building on construal level theory, Study 1 shows how dollar-off discount framings ("Buy 2, get $10 off") trigger low-level construal, while percent-off discount framings ("Buy 2, Get 50% off") activate high-level construal. Study 2 demonstrates that congruent levels are matched when dollar-off discount appeals are paired with attribute appeals and when percent-off appeals are paired with benefit appeals, leading to more effective marketing communications.

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Section: Discussionmentioning

confidence: 99%

Dollar-Off or Percent-Off? Discount Framing, Construal Levels, and Advertising Appeals

Kim

Corner

et al. 2019

Journal of Promotion Management

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“…Negative self-conscious emotions facilitate the relationship between attitudes and social norms on intentions, in both contexts of textbook piracy and condom use 17 , 33 . According to 34 , guilt join up with gain framed message is more influential to acquire environment friendly behavioral intention.…”

Section: Introductionmentioning

confidence: 99%

Message framing and self-conscious emotions help to understand pro-environment consumer purchase intention: an ERP study

Zubair

Iqbal

Usman

et al. 2020

Sci Rep

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Message framing plays an important role in advertising strategies and has been studied from various perspectives in different behavioral researches. In this study Event Rated Potentials technique helped to examine the neural mechanism of message framing effect on self-conscious emotions of pride and guilt regarding consumer purchase intention in the context of green marketing. Behavioral results showed that participants ranked higher on positive framing compared to negative framing. ERP results declared that N1 component was elicited by positive framed message with emotion of pride and guilt, reflecting use of attentional resources to acquire potential benefits at first stage of processing emotional information. At the second stage P2 was higher for negative framing containing pride and guilt slogan, showing more attention towards processing emotional information about potential loss. At the third stage LPP component portray that both positive and negative framing is supported by guilt emotion when processing emotional information in decision making. Our results delivered strong evidence that how purchase intention can be mediated by message framing under the pride and guilt emotions in the context of green marketing.

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“…Others have highlighted how message framing and delivery can influence the role of knowledge on behavioural change (e.g. Baek and Yoon, 2017;Hovland and Kelley, 1953) as well as the role of tacit knowledge and experiential learning (Science for Environment Policy, 2017; Kolb and Kolb, 2012;Boiral, 2002). This demonstrates the complex nature of the knowledge-behaviour nexus and raises new questions regarding the effects of awareness and how it translates into proenvironmental behaviours.…”

Section: Introductionmentioning

confidence: 99%

Effects of awareness on farmers’ compliance with diffuse pollution mitigation measures: A conditional process modelling

2018

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Despite several decades of research and financial commitment, diffuse water pollution remains a major problem threatening the health and resilience of social-ecological systems. New approaches to tackle diffuse pollution emphasise awareness raising and provision of advice with the aim of triggering behavioural change. However, empirical evidence on the effectiveness of this approach remains scarce and mixed, with most studies relying on smaller datasets and case studies. Using one of the largest datasets (N=1,995) with this information, this study seeks to establish quantitatively the relationship between farmers' stated awareness of diffuse pollution mitigation measures and their compliance with them, through the analysis of Scotland's pioneer advice-driven approach. Results from a conditional process modelling suggest awareness might not directly determine compliance but influences it indirectly through the mediating effect of other environmental management practices (in this study reflected in participation in agri-environmental schemes). This mediated relationship appears to be contingent on farm type and location. This would indicate that while public efforts in awareness creation is important, awareness alone is not sufficient to improve compliance; farmers may need to consistently engage in environmental management practices to develop a deeper understanding of the problem and action strategies. In this context, agri-environmental schemes appear to provide an opportunity for the creation of tacit knowledge and understanding of diffuse pollution mitigation measures through experiential learning which may also lead to the creation of new values.

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Guilt and Shame: Environmental Message Framing Effects

Cited by 124 publications

References 76 publications

Dollar-Off or Percent-Off? Discount Framing, Construal Levels, and Advertising Appeals

Dollar-Off or Percent-Off? Discount Framing, Construal Levels, and Advertising Appeals

Message framing and self-conscious emotions help to understand pro-environment consumer purchase intention: an ERP study

Effects of awareness on farmers’ compliance with diffuse pollution mitigation measures: A conditional process modelling

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